Messaging Examples and Templates
Below are examples and creative guidance to build confidence and trust with BIPOC communities, based on extensive qualitative and quantitative research from the Ad Council, including cross-cultural focus groups, to uncover the most impactful messaging frameworks.
Check out the microsite developed by Georgia Tech’s Center for Inclusive Design and Innovation with funding from CDC Foundation and technical assistance from CDC. It makes COVID-19 messaging available to people with disabilities.

MakeSpace: Make your Own Campaign and Resident Persona

MAKESPACE - Start Here

University of Minnesota Vaccine Central: Faith-based Organizations, Mobile Vans, Equity Pop-up Clinics, and Trusted Messengers

Vaccine Central | National Resource Center for Refugees, Immigrants, and Migrants (NRC-RIM)

COVID-19 Public Education Campaign

COVID-19 Public Education Campaign
WECANDOTHIS.HHS.GOV

Multilingual Vaccination Campaign Communications

"Vaccination Is" Campaign | National Resource Center for Refugees, Immigrants, and Migrants (NRC-RIM)

Messaging for Refugees, Immigrants, and Migrants

Vaccine Central | National Resource Center for Refugees, Immigrants, and Migrants (NRC-RIM)

Minnesota Be a Vaccine Advocate: COVID-19 Vaccine Toolkit for Individuals and Organizations

https://www.health.state.mn.us/diseases/coronavirus/vaccine/communitytk.html#fs

COVID-19 Messaging for People with Disabilities

COVID-19 Accessible Resources Home | Center for Inclusive Design and Innovation

Creative Brief for Black Audiences

Creative-Brief_Black-Audience.pdf
149KB
PDF
Messaging that resonates for Black audiences
Examples of trusted messengers for the Black community

Creative Brief for Hispanic Audiences

https://www.cdc.gov/coronavirus/2019-ncov/need-extra-precautions/communication-toolkit.html
www.cdc.gov
Información y actualizaciones sobre el coronavirus (COVID-19) | Johns Hopkins Medicine
HopkinsMedicine
Coronavirus Disease 2019 (COVID-19)
Centers for Disease Control and Prevention
Enfermedad del Coronavirus (COVID-19)
U.S. Food and Drug Administration
Creative-Brief_Hispanic-Audience.pdf
157KB
PDF
Messaging that resonates for Hispanic audiences
Ad Council's creative design of It's Up to You (De Ti Depende in Spanish)

Creative Brief for General Audiences

Creative-Brief_General-Audience.pdf
150KB
PDF
General audience messaging examples

NLGJA Stylebook for LGBTQ Language

NLGJA Stylebook on LGBTQ Terminology
Stylebook on LGBTQ issues