Planned Parenthood in California Launches Statewide Campaign to Encourage Younger Californians to Get Vaccinated
June 11, 2021
Contact: Jennifer Wonnacott, [email protected]
Digital ads launched today, in advance of the state’s reopening on June 15
Sacramento – In advance of the state’s reopening set for June 15, Planned Parenthood Affiliates of California (PPAC) is launching a statewide digital advertising campaign today to encourage Californians to get vaccinated. The “Take the Shot” campaign, featuring digital ads in English and Spanish, is especially targeted at younger adults and focused on areas hardest hit by COVID.
“We know that many young adults are still hesitant to get their shot, for a variety of reasons, and in advance of the state’s wider reopening next week we wanted to contribute to the critical effort to encourage those who haven’t yet to take the shot,” said PPAC President and CEO Jodi Hicks. “With millions of patients and supporters across California, Planned Parenthood wants to use our brand and our voice to raise awareness about the vaccine and encourage our communities to get the shot – so we can all get back to what we love.”
While California is making great progress in vaccinating residents, with 71% of the adult population receiving at least one dose of the vaccine, vaccinations among younger adults so far trail behind older people by 29 percentage points, according to the LA Times. Reports have revealed that vaccine hesitancy is higher among young adults, and part of the reason is that much of the messaging around COVID has focused on older adults. The primary goal of the new campaign is to reach Gen Z and younger Millennials, ages 17 to 35. The new ads feature images of young adults engaged in activities that have largely been put on hold over the last year of the pandemic, activities that are now made more possible with vaccines. As a trusted health care provider, Planned Parenthood implores viewers in the ads to take the shot so that Californians can return to all the activities everyone has missed.
The :15 and :30 second ads will run on Instagram, YouTube and Hulu to start and will be available in English and Spanish. In addition, the digital ads and associated graphics will be featured across social media platforms for PPAC, Planned Parenthood affiliates across the state, and partners and allies of the organization.
“There are more than 100 Planned Parenthood health centers across the state, often in communities that have been hardest hit by the pandemic and Planned Parenthood is a trusted voice in those communities,” added Hicks. “Planned Parenthood is a strong advocate for equitable access to health care for everyone, and that includes making sure that vaccine outreach is inclusive of young adults and they can get the information they need about the COVID-19 vaccine, as well as encourage their friends and family to take the shot too.”
The effort complements the #ThisIsOurShot campaign, a national grassroots coalition to build vaccine-trust for a COVID-free world by elevating health care voices as trusted messengers through stories, photos and videos using evidence-based messaging. The campaign grew organically as front-line workers turned to social media to document their own experiences receiving COVID vaccines.
The ads are now running and can be viewed here. The ads direct the audience to a landing page on Planned Parenthood’s website that includes information on the vaccine and directs them to myturn.ca.gov to schedule their appointments, which includes some local Planned Parenthood health centers.
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Planned Parenthood Affiliates of California (PPAC) is the state public policy office representing California’s seven separately incorporated Planned Parenthood affiliates. Through advocacy and electoral action, PPAC promotes sound public policy in areas of sexual and reproductive health care and sex education.