In an effort to encourage country music fans to learn more about COVID-19 vaccines, ACM Lifting Lives — the philanthropic arm of the Academy of Country Music — and the Ad Council are partnering for an educational PSA that will premiere during the 56th ACM Awards on April 18.
The spot, which features current Billboard cover star Eric Church, Ashley McBryde and Darius Rucker, encourages viewers to learn more about the vaccine and the ways vaccinations can lead to the return of live music.
Church, who appears on the current cover of Billboard receiving his vaccination, tells Billboard, “I view [the vaccine] as a Godsent miracle. It became very clear to me that the only way to really get back to normal is through vaccinations. You’ve got to get needles in arms.”
ACM Lifting Lives executive director Lyndsay Cruz considers the PSA one more way the organization is helping the country music community. Through its COVID-19 relief fund, Lifting Lives has distributed more than $3.5 million in financial aid to people in need.
“ACM Lifting Lives is proud to partner with the Ad Council in educating the public on the COVID-19 vaccinations and how they can play a role in ending the pandemic,” said Cruz, in a statement. “By joining the Ad Council and this campaign, we are continuing our commitment to providing a brighter future for these families and fans. We would like to thank each of the artists for making this message impactful and supporting us in achieving this goal.”
“We are so grateful to Eric, Ashley, Darius and the team at ACM for lending their talent for this extraordinary partnership,” Ad Council president/CEO Lisa Sherman said in a statement. “Together, we will help increase awareness about the COVID-19 vaccines and connect audiences to resources where they can get answers to their top questions.”
Despite more than 100 million Americans having received at least their first shot, there is still vaccine hesitancy in the U.S. According to an Ipsos poll in February, approximately 40% of the American public is undecided about whether to get the vaccine. Of that number, only 56% say they feel confident they have enough information to make a decision about getting a vaccination, compared to 96% of those already committed.
First launched in February, the “It’s Up to You” initiative includes PSAs featuring several former U.S. presidents and first ladies, as well as a spot released last week with athletes from various sports. Developed pro bono by ad agency Pereira O’Dell, the spots direct viewers to GetVaccineAnswers.org.
The PSA featuring Church, Rucker and McBryde will run throughout the summer.
