YouTube last year cracked down on videos containing information that was contradictory to vaccine information provided through health authorities such as the World Health Organization and local health agencies. The move was part of a larger effort to remove coronavirus-related misinformation from its platform.
Now, the Google-owned video sharing service wants to leverage its online clout to spread accurate information about COVID-19 vaccines. YouTube launched today a new campaign in the U.S. meant to encourage everyone to get vaccinated. It is the first in a series of public service announcements set for rollout in collaboration with the Vaccine Confidence Project at the London School of Hygiene & Tropical Medicine.
The PSAs will run through July on YouTube as well as television, radio and paid social media posts. The campaign aims to reach Americans between the ages of 18 and 34. The PSAs are all available on YouTube's own channel.
There are different themes for each video in the campaign, all with a central message of getting back to what we used to be doing normally before the pandemic started. There are various clips stitched together showing dance parties, grandparents hugging their grandchildren, rollercoaster rides, and more.
The campaign will roll out to other countries outside of the U.S. in the next few weeks, just as the vaccines are starting to become available in certain locations.