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 Heresites.google.com

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

https://nrcrim.org/vaccines/vaccine-centralnrcrim.org

COVID-19 Public Education Campaign

Lab Leak: The True Origins of Covid-19The White House

Multilingual Vaccination Campaign Communications

https://nrcrim.org/vaccines/vaccination-campaignnrcrim.org

Messaging for Refugees, Immigrants, and Migrants

https://nrcrim.org/vaccines/vaccine-centralnrcrim.org

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

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

COVID-19 Messaging for People with Disabilities

COVID-19 Accessible Resources Home | Center for Inclusive Design and Innovationcidi.gatech.edu

Creative Brief for Black Audiences

149KB

Creative-Brief_Black-Audience.pdf

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Messaging that resonates for Black audiences

Examples of trusted messengers for the Black community

Creative Brief for Hispanic Audiences

Coronavirus Disease 2019 (COVID-19)Covid

https://www.hopkinsmedicine.org/coronavirus/espanol/index.htmlwww.hopkinsmedicine.org

Coronavirus Disease 2019 (COVID-19)Covid

Enfermedad del Coronavirus (COVID-19)U.S. Food and Drug Administration

157KB

Creative-Brief_Hispanic-Audience.pdf

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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

150KB

Creative-Brief_General-Audience.pdf

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General audience messaging examples

NLGJA Stylebook for LGBTQ Language

Stylebook on LGBTQ+ TerminologyNLGJA