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

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

COVID-19 Public Education Campaign

Multilingual Vaccination Campaign Communications

Messaging for Refugees, Immigrants, and Migrants

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

COVID-19 Messaging for People with Disabilities

Creative Brief for Black Audiences

Examples of trusted messengers for the Black community

Creative Brief for Hispanic Audiences

Ad Council's creative design of It's Up to You (De Ti Depende in Spanish)

Creative Brief for General Audiences

NLGJA Stylebook for LGBTQ Language