Content Creator Toolkit | Health Action Alliance

Table of Contents

Scripted Content Reality & Unscripted Content Local News PSAs Additional Resources

Scripted Content

Highlight ways to learn more about COVID-19 vaccines, reinforcing trusted sources of information. Celebrate characters who make the decision or pledge to take a COVID-19 vaccine once available.

Build plot lines around characters asking questions and learning more about COVID-19 vaccination from trusted sources like CDC, and/or via conversations with their healthcare provider.
Highlight the decision-making process, reinforcing the safety and efficacy of vaccines.
Use emotional triggers to celebrate why characters are choosing to get vaccinated. For example, “I’m doing this for myself and my loved ones.” “Vaccines are my ticket to freedom.”
Incorporate COVID-19 and vaccine news into the background of shows (i.e. on the TV in a room, over the radio in a car scene, etc.) to help inspire conversation.

Why this matters?

The massive undertaking to immunize the American people requires extraordinary communication, planning and coordination. A successful operation could transform the health and economic well-being of society, in the United States and overseas.
Although roll-out has been slow, vaccines are arriving, and experts expect them to be widely available in the coming weeks. As of April 19, 2021 all adults over age 16 are now eligible for vaccination.

Create or incorporate diverse perspectives and realities of COVID-19, highlighting Black families, Hispanic families and/or other communities of color as they navigate the pandemic and make decisions about vaccination.

Reference or include trusted leaders educating their communities and providing trusted information about vaccination; one example might be a Black physician sharing information from the CDC with a patient, and including the reasons he or she made the personal decision to get vaccinated.
Showcase a conversation about COVID-19 disparities and their connection to longstanding structural/systemic inequities.
Showcase a conversation that discusses historical reasons why Black Americans have questions and/or concerns about vaccines, followed by a conversation with a trusted source (e.g. a healthcare provider)about why vaccination is critically important.

Why this matters?

COVID-19 disproportionately affects Blacks, Hispanics and other people of color at every stage—they experience higher risk of exposure through jobs and living situations, higher rates of illness and death and greater economic losses.
Long-standing systemic health and social inequities have put many people from these and other racial and ethnic groups at increased risk of getting sick and dying from COVID-19, and vaccine access has been slow to reach these communities. As a result of these and other factors, vaccine concerns are often higher in communities of color.
For Black Americans and other people of color with concerns, it is critical they receive information about vaccination from a trusted source; top of that list is their healthcare provider.

Reinforce the importance of masking and best masking practices, even following vaccination.

Show characters having conversations about why they mask, who they mask for, and why they mask now (i.e., in order to return to favorite activities like school, social gatherings, work, etc.).
Model CDC’s public health guidance related to masking.
Reinforce the message that even those who are vaccinated must continue to wear masks.
Celebrate characters choosing to mask and protect.
Avoid mask shaming; instead, focus on positive, empowering storylines.

Why this matters?

Wearing a mask benefits wearers and those around them.
We can save lives if we wear masks: According to the Institute for Health Metrics and Evaluation (IMHE), 76% of Americans are routinely wearing masks in public. If we were able to increase mask wearing to 95%, IMHE projects that 34,000 American lives would be saved between now and June 2021.
Practicing precautions until they are second nature and keep supplies handy help build prevention as a second nature.
Masking will still be necessary post-vaccine so is a practice we need to continue advocating for.

Create content that acknowledges COVID-19 fatigue and mental health challenges due to the pandemic.

Incorporate conversations into episodes/content that acknowledge how people are feeling at this time, noting that it is OK to not be OK. It’s also OK to be truthful about how you are feeling.
Highlight the myriad of ways people can invest in self-care and support their friends and family in navigating the emotions of the moment.
Identify the reasons characters are feeling the way they do (as it related to the pandemic), note why self-care activities are necessary when they take place in content (i.e. why does a character go to yoga, does he/she go to decrease stress, etc.)

Why this matters?

Compounded stress and exhaustion from worrying about the coronavirus pandemic since the start of the year is leading to "COVID fatigue" and serious mental health issues, some medical experts say.
According to a recent study published in the Journal of the American Medical Association (JAMA), the prevalence of depression symptoms in the U.S. was more than 3-fold higher during COVID-19 compared with before the pandemic. Individuals with lower social resources, lower economic resources, and greater exposure to stressors (i.e. job loss) reported a greater burden of depression symptoms.
COPING-19 highlights principles of self care and provides resources for: staying connected from afar, being active, maintaining a routine, limiting screen time, focusing on mindfulness, making bedtime relaxing and sparking joy.d other people of color with concerns, it is critical they receive information about vaccination from a trusted source; top of that list is their healthcare provider.
How Right Now provides resources, support and talking points for the number of emotions that people may be experiencing during this pandemic, including: sadness, anger, loneliness, grief, etc.

LEAN INTO:

Diversity of Cast: Leverage the breadth of your characters to reinforce that all citizens are impacted by COVID-19 and that communities of color have both a higher contract and mortality rate of COVID-19. Encourage content that recognizes this disparity, the historic distrust of the medical industry/vaccination and the challenges to prevention for many communities - and content that supports rebuilding that trust and show communities rallying to prevent COVID-19 and people preparing to get vaccinated. We offer guidance to help you better understand some of the unique concerns of Black, Hispanic, American Indian and Alaska Native communities.
Empowering Plot Lines: Use concepts like prevention, testing, personal investigation and vaccination to reinforce that each of us has the power to protect ourselves and others from COVID-19. Avoid shame-based messages, sensationalist storylines and fear-mongering.
Visuals: Message integrations don’t always need to be a major plot point; they can build into the background of screens and can implicitly remind audiences about prevention methods, build public trust, provide updates on the vaccine or speak to communities of color - for example: signs, posters or billboards, ubiquitous mask wearing, COVID-19 testing or vaccine sites, etc. Examples of potential background assets championing mask wearing include youwillseeme.org and #MaskUpAmerica.

Reality & Unscripted Content

All cast members should wear masks and practice other safe behaviors.

All cast members should wear masks where appropriate, acting as prevention influencers.
While filming, demonstrate that masks can be worn while doing all sorts of activities.
Showcase producers informing the cast on wearing masks and other prevention best practices.
Include background assets championing mask wearing (youwillseeme.org, #MaskUpAmerica, etc.).

Fight misinformation and bad practices // champion smart practices.

Call out misinformation or bad practices on the show. Use an on-screen notification or buzzer when something is incorrect.
Build in a notification or award/recognition for smart and healthy COVID-19 practices used by contestants.
Ask participants to call out good practices (hosting virtual events, wearing masks and social distancing).
Invite cast members learn more about and pledge to take the vaccine.

Utilize confessionals to talk intimately with cast members about COVID-19.

Include 2-3 questions about COVID-19 prevention, concerns and who they are listening to, as a standard part of their interview process; personal responses can be integrated into a relevant storyline, used as in-show bumpers, or cut into ancillary content.
Talk about COVID-19 fatigue and how to fight it, ask about mental health and best practices for staying positive and seeking support.
Invite a psychologist to the show to discuss challenges and emotions associated with COVID-19 and a potential return to the real world.

Leverage diversity of cast members to raise awareness around the disproportionate impact of COVID-19 in communities of color.

Acknowledge the structural barriers people might experience in COVID-19 prevention, treatment and support.
Engage trusted leaders in these communities to build trust and fight misinformation.

Leverage cast members’ networks to deliver trusted information about COVID-19 prevention and vaccines.

Utilize the direct relationship that cast members have with their fans by extending messaging and calls-to-action to cast or show social accounts.
Inspire cast to take champion prevention, vaccine preparedness and health equity beyond the show.

Local News

Local news programming offers the opportunity to address relevant issues around COVID-19 in real-time, speaking pointedly to communities and neighborhoods. While news will inherently cover the pandemic, local channels have the opportunity to highlight and investigate deeper issues relating to their audiences and build confidence in local public health systems, inspire vaccine acceptance and address health inequity.

Focus on answering questions about COVID-19 vaccines, building acceptance.

Fight misinformation by leaning into science, elevating information about COVID-19 vaccines from trusted public health sources CDC, HHS and FDA.
Address misconceptions about COVID-19 vaccines in order to answer more questions among viewers, and build trust in the science.

Incorporate diverse health officials and community leaders.

Invite diverse voices to be experts on-air, including physicians, community leaders and public health experts.
Tell the story of different communities, their histories with health care, the systemic challenges they have faced and the opportunity coming with COVID-19 vaccines.

Highlight community engagement and ways viewers can support one another during COVID-19 recovery.

Celebrate local heroes, including but not limited to health care workers, essential workers, community leaders, young people taking initiative, people practicing preventative measures, etc.

Speak to all communities and think broadly about inclusivity.

Build content that speaks to different audiences, including not only diverse communities but also rural communities - who are also being left out of the conversation. Speak to them, address their specific needs or concerns (i.e. desire to have the economy open up again as soon as possible).

PSAs

Key Resource: Ad Council’s COVID-19 Vaccine Education, which includes social media graphics, videos, images and more, as well as the COVID-19 Vaccine Education Initiative Playbook, developed by the Ad Council and the COVID Collaborative, for ideas on images and taglines.

It’s Up to You.

Sample message: “Getting back to the moments we miss starts with getting informed; It’s up to you.”
Why this works: It’s up to you is a powerful message that can be used in many ways. To say now it’s your turn to learn about vaccination. To say that it’s your responsibility to protect the ones you love. To say that we understand it is your choice.

Wear a Mask. Protect Each Other.

Alternatives: “Wear a mask for someone else.” “I mask for _____. (i.e., mom, grandfather, friend, etc.)”
Why this works: People want to take care of themselves, but they also want to ensure the safety of their friends, family and loved ones. This framework champions empathy and kindness and inspires people to think bigger than themselves during the pandemic.
Example: Uber’s Wear a Mask. Protect Each Other. PSA

Mask now to get back to what you love. #MaskUpAmerica

Message Framework: Most Americans agree that their lives haven’t returned to normal. This framework is appealing for Americans who yearn for a return to pre-pandemic ways of life.
Why this works: 70% of Americans say their lives have been disrupted “a great deal” or “a fair amount” by the coronavirus. The Ad Council’s recent research suggests that “a return to normal” has broad appeal across demographics:
The general population is motivated by the promise of being together with loved ones (i.e., hugs, dinner parties, work, seeing, grandparents, etc.)
Conservative Americans are motivated by the promise of a strong economy and financial stability for all (i.e., supporting local businesses, eating in restaurants, being in the stands when your team scores, etc.)
Generation Z is motivated by the promise of getting back to doing / attending the social things they love (i.e., concerts, school, bars, gaming conventions, etc.)
Example: Ad Council’s #MaskUpAmerica For the Love of PSA

Additional Resources

Latest Public Opinion on COVID-19

Kaiser Family Foundation’s Coronavirus (COVID-19) Resource Page
Gallup’s COVID-19 Public Opinion Research Hub
COVID Collaborative Report: Coronavirus Vaccine Hesitancy in Black and Latinx Communities (November 2020)
“Changing the COVID Conversation”, poll conducted by Frank Luntz in partnership with the de Beaumont Foundation (November 21-22, 2020)

Messaging Tips re: COVID-19 Vaccines

Lead with empathy. Respect people’s hesitancy and acknowledge that it’s okay to have questions. Avoid condescension, lecturing, negativity and guilt-mongering.
Facts about safety are key. Don’t just say “the science is solid.” Explain why vaccines are safe, despite the fast timeline of development. Information needs to be clear, honest and presented in plain language.
Emotional triggers are important. Highlight how vaccinations are a pathway to helping us get back to the moments of human connection that we are all yearning for. In the same vein, highlight that vaccinations will protect the ones we love and those most vulnerable in our community.
The messenger is just as important as the message. Most people who have concerns about vaccination are open to listening to a wide variety of messengers whom they trust, especially their doctor or other health expert. They are also open to hearing personal testimonials and anecdotes from “micro-influencers” (one’s close personal network or online influencers) to “macro-influencers” (celebrities) as long as they communicate authentically.

Sample Messages re: COVID-19 Vaccines

We all want to get back to our lives. Vaccinations can help us get back to many of the things we miss most. This includes spending time with loved ones and friends, traveling and going to events.
These vaccines were developed thanks to a new level of cooperation and funding. They were approved by the U.S. Food and Drug Administration (FDA). This means they met the agency’s strict rules for being safe and working well, as shown in clinical testing. These vaccines have been studied in clinical trials with large and diverse groups of people, of various ages, races, and ethnicities.
These vaccines teach our immune systems how to recognize and fight the virus that causes COVID-19. It’s normal to have some mild discomfort following a vaccine. This means it’s working and creating an immune response in your body. You may feel soreness or have some swelling in your arm. You may also feel tired, have a headache, fever, or chills. These symptoms do not mean you have COVID-19—it’s not possible to get COVID-19 from vaccines.
The vaccines are free and are given by trained health professionals. Some vaccines require two doses, several weeks apart. Within 10-14 days after your second dose, your body will be ready to fight the virus if you are exposed.
Getting vaccinated is a much safer way to build protection than getting the disease. COVID-19 can have serious, life-threatening complications, and there is no way to know how COVID-19 will affect you. And if you get sick, you could spread the disease to friends, family, and others around you. COVID-19 vaccinations can help protect you by teaching your body to fight the virus without having to experience sickness or putting yourself and others at risk of severe illness and death.
Vaccines will help us end the pandemic, but only if we continue to wear our masks, watch our social distance, stay home when we’re feeling sick and wash our hands to keep everyone safe. Remember, you may still be able to spread the COVID-19 virus even after you’re vaccinated.
It is normal to have questions about vaccines. If you do have questions, you should talk with your doctor.

Messaging Do’s and Don’ts

Do Say / Don't Say

Don't Say

Do Say - the pandemic

Don’t Say - the coronavirus

Do Say - ending the pandemic

Don’t Say - defeat / crush / eliminate the virus

Do Say - back to life, back to “moments we miss” with family & friends

Don’t Say - back to “normal”

Do Say - “vaccines” (plural), or refer to “vaccination” or “immunization” instead

Don’t Say - the “vaccine” (singular) injection, shot

Do Say - safe and effective vaccines

Don’t Say - a vaccine developed quickly

Do Say - authorized by the FDA based on clinical testing

Don’t Say - Operation Warp Speed; Emergency Use Authorization

Do Say - get the latest information

Don’t Say - there are still things we don’t know

Do Say - keep your family safe, keep those most vulnerable safe

Don’t Say - keep your community safe; keep your country safe

Do Say - public health

Don’t Say - government

Do Say - medical experts and doctors

Don’t Say - scientists

Do Say - community immunity

Don’t Say - herd immunity

Do Say - personal responsibility

Don’t Say - national duty

Do Say - protocols / guidelines

Don’t Say - orders / imperatives / decrees

Do Say - essential workers

Don’t Say - frontline workers

Do Say - policies that are based on facts / science / data

Don’t Say - policies that are sensible / impactful / reasonable

Do Say - inform, educate, answer questions

Don’t Say - convince

Do Say - people who still have questions about vaccines

Don’t Say - people who are hesitant, skeptical, resistant, or “anti-vaxxers”

COVID-19 Storylines + Content Integration

Scripted Content

Highlight ways to learn more about COVID-19 vaccines, reinforcing trusted sources of information. Celebrate characters who make the decision or pledge to take a COVID-19 vaccine once available.

Why this matters?

Create or incorporate diverse perspectives and realities of COVID-19, highlighting Black families, Hispanic families and/or other communities of color as they navigate the pandemic and make decisions about vaccination.

Why this matters?

Reinforce the importance of masking and best masking practices, even following vaccination.

Why this matters?

Create content that acknowledges COVID-19 fatigue and mental health challenges due to the pandemic.

Why this matters?

LEAN INTO:

Reality & Unscripted Content

All cast members should wear masks and practice other safe behaviors.

Fight misinformation and bad practices // champion smart practices.

Utilize confessionals to talk intimately with cast members about COVID-19.

Leverage diversity of cast members to raise awareness around the disproportionate impact of COVID-19 in communities of color.

Leverage cast members’ networks to deliver trusted information about COVID-19 prevention and vaccines.

Local News

Focus on answering questions about COVID-19 vaccines, building acceptance.

Incorporate diverse health officials and community leaders.

Highlight community engagement and ways viewers can support one another during COVID-19 recovery.

Celebrate local heroes, including but not limited to health care workers, essential workers, community leaders, young people taking initiative, people practicing preventative measures, etc.

Speak to all communities and think broadly about inclusivity.

PSAs

It’s Up to You.

Wear a Mask. Protect Each Other.

Mask now to get back to what you love. #MaskUpAmerica

Additional Resources

Latest Public Opinion on COVID-19

Messaging Tips re: COVID-19 Vaccines

Sample Messages re: COVID-19 Vaccines

Messaging Do’s and Don’ts