NEW YORK–(BUSINESS WIRE)–BIN: Black Information Network, the first and only national and local 24/7 audio news service dedicated to providing an objective, accurate and reliable source of continuous news coverage with voice and a black perspective, today announced its joining with the Ad Council and COVID Collaborative to help launch their COVID-19 vaccine education initiative “It’s Up To You”.
Despite the disproportionate impact of COVID-19 on communities of color, there are extremely high rates of vaccine hesitancy among these communities, rooted in a deep history of health inequalities, distrust and skepticism. To reach its audience with messages that will resonate, BIN has adapted the Ad Council’s “It’s Up To You” COVID-19 vaccine education campaign and created a week-long programming schedule designed to reaffirm the legitimacy to have questions about vaccines, while answering questions and addressing concerns their audiences may have.
“Based on research, the black community is the group least likely to be receptive to taking a COVID-19 vaccine,” said Tony Coles, president of BIN: Black Information Network. “Our goal is to present the most accurate news and information to help limit the future impact of COVID-19 on the communities we serve, both by answering questions about vaccination and by providing resources to enable the public to inform themselves.”
BIN was founded on an innovative business model: instead of being supported by traditional advertising, BIN is enabled by a group of well-known brands as founding partners who provide long-term support to enable BIN to focus solely on its mission to build an important platform for black journalism and trusted news. Through this innovative and unique advertising model, BIN was able to bring together some of its founding partners, including Bank Of America, CVS Health, Lowe’s, McDonald’s USA, Sony, 23andMe and Verizon, at contribute a week of advertising on BIN, using the platform to spark meaningful conversation fueled by trusted news and information. Collectively, these leading consumer brands will donate over 1,300 hours of continuous media to spark deeper conversation around the COVID-19 vaccine and address specific concerns within the Black community.
“Combining the collective power of BIN and the Ad Council will be one of the most effective partnerships in bringing the right COVID-19 vaccine information to the black community,” said Diego Scotti, CMO, Verizon. “With Verizon being a partner of both organizations, it’s a proud moment to see the impact that can be made when the industry acts together.”
“As a founding partner of the Black Information Network and a member of the Ad Council Coalition, we recognize the opportunity to help respond to critical communications efforts around the importance of this vaccine,” said Meredith Verdone, director of the marketing of Bank of America. “This initiative will accelerate the impact of Ad Council’s campaign within communities that continue to be disproportionately impacted by the coronavirus.”
“CVS’s partnership with BIN allows us to have a seamless channel to reach Black consumers every day with important and timely information about COVID-19 and vaccines,” said Norm de Greve, Chief Marketing Officer of CVS. “We were thrilled to see so many of BIN’s partner brands unite with the network and the Ad Council to donate their airtime to ensure these critical messages are heard in local communities where they are needed most. .”
“We are proud to partner with our franchisees to donate our advertising time to BIN and the Ad Council to educate the community about COVID-19 vaccinations,” said Morgan Flatley, Chief Marketing Officer, McDonald’s USA. “At McDonald’s, being a good neighbor is one of our core values, and we hope that by using our resources as a founding partner of BIN, we can help the black community take a step closer to overcoming this pandemic. .”
“As a science and research-based brand, we are proud to support the Black Information Network and the Ad Council’s campaign to provide reliable and balanced information about the data behind the COVID-19 vaccine,” said Tracy Keim. , Vice President, Consumer Marketing. and Brand, 23andMe. “Knowledge is power, and the message of the ‘It’s Your Choice’ campaign emphasizes the importance of being armed with the essential information needed to make an informed healthcare decision today and in the future.”
Starting today and until next week, BINs Vaccine Education Week “It’s up to you” will feature hundreds of personalized audio public service announcements that bring to life the moments we’ve all missed and encourage listeners to get the facts so they can make an informed decision about COVID-19 vaccines; local news updates that provide specific details on local vaccination requirements and availability; interviews with medical experts on the safety and science behind vaccines; hourly news coverage providing the latest information on the vaccine rollout; and a Sunday morning public affairs show devoted to an open discussion about vaccines and mistrust within the black community.
Additionally, iHeartMedia today released a series of more than 20 custom audio spots in English and Spanish on its more than 860 nationally broadcast radio stations as part of the Ad Council and COVID Collaborative “It’s Up To You” which will be available for other audio companies to use on their platforms. Through the power of audio, the all-new PSAs bring to life the everyday moments we hope to return to and encourage the public to get the facts to make an informed decision about COVID-19 vaccines. From family reunions to religious worship, dinners with friends, baseball games and celebrations, PSAs remind listeners of their own personal issues in the fight against COVID-19 and the importance of make an informed decision about vaccination.
The spots will air on all iHeartMedia radio stations starting today and will lead listeners to GetVaccineAnswers.org (DeTiDepende.org in Spanish), a website developed by the Ad Council in partnership with COVID Collaborative, which provides the latest information on COVID-19 vaccines, with the ultimate goal of helping the public feel confident and ready to get vaccinated once they are able.
“The work that BIN does is critical to ensuring that millions of people get the information they need to make informed decisions about COVID-19 vaccines – especially those hardest hit by the pandemic where we see the highest hesitation rates,” said Lisa Sherman, President and CEO of the Advertising Council. “We are honored to partner with iHeartMedia, BIN and their incredible collaborators for this crucial week of action that will help educate the public, inspire confidence in vaccines and turn the tide of the pandemic.”
iHeartMedia (NASDAQ: IHRT) is the leading audio company in the United States, reaching nine out of 10 Americans each month – and with its quarter billion monthly listeners, has greater reach than any other media company in the United States . leadership position in audio spans multiple platforms, including more than 850 live streaming stations in more than 160 markets nationwide; through its iHeartRadio digital service available on more than 250 platforms and 2,000 devices; through its influencers; social; iconic branded music events; other digital products and newsletters; and podcasts as the #1 podcast publisher. iHeartMedia also leads the audio industry in analytics, targeting and attribution for its marketing partners with its SmartAudio product, using data from its vast consumer base. Visit iHeartMedia.com for more information about the company.
About the Advertising Council
The Ad Council has a long history of creating vital public service communications in times of national crisis, from the organization’s earliest days during World War II through 9/11 and natural disasters like Hurricane Katrina and Hurricane Sandy. Its close relationships with the media, the creative community, subject matter experts and government leaders make the organization uniquely positioned to quickly deliver lifesaving information to millions of Americans.
The Ad Council is where creativity and causes converge. The nonprofit organization brings together the most creative minds in advertising, media, technology and marketing to tackle many of the most important causes in the country. The Ad Council has created many of the most iconic campaigns in advertising history. Friends don’t let friends drive drunk. Smoked bear. Love has no labels.
Ad Council’s innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit AdCouncil.org, follow the Ad Council communities on Facebook and Twitterand post the creation on YouTube.