The Ad Council and COVID Collaborative today revealed the platform for their COVID-19 Vaccine Education Initiative, “It’s Up To You / De Ti Depende.” Representing one of the largest public education efforts in U.S. history, English and Spanish creative assets will appear nationwide across all media platforms beginning this week. The Ad Council and COVID Collaborative have also partnered with Hispanicize to amplify the campaign message across its expansive virtual platform, leveraging its massive digital reach and long-standing connections within the Latinx community.
Hispanicize #DeTiDepende special edition represents the largest virtual gathering of Latinx influencers, celebrities, community leaders, frontline workers, doctors, entrepreneurs and others aimed at being a force for good around Latinx COVID-19 recovery. Grounded by NGL Collective’s iconic Hispanicize platform, the FREE half-day virtual event will take place on Friday, March 12th from 9am – 12pm PST / 12pm – 3pm EST. Hispanicize #DeTiDepende will cover topics spanning vaccination education, family and wellness, economic recovery, Latinx heroes and more served up in a highly engaging and interactive virtual environment.
In response to the COVID-19 pandemic, Hispanicize had previously supported its #UnidosTogether initiative across two hugely successful virtual events that took place in July and October during Hispanic Heritage Month last year. In total the two virtual events attracted over 18,000 attendees, 75+ A-list speakers, 16 sponsors and generated upwards of 60 million impressions.
“As the leading producer of Latinx virtual events, NGL is extremely proud of our Hispanicize franchise and our successful pivot to virtual that enabled us to reach infinitely more people. Hispanicize has always been synonymous with celebrating Latinx unity and empowerment, and a virtual environment has allowed us to bring that message for FREE to tens of thousands at a time. I’d like to extend a heartfelt thanks to our partners at the Ad Council and COVID Collaborative for helping to make this special Hispanicize #DeTiDepende event possible at a time when our community needs it most,” said David Chitel, CEO of NGL Collective, owners of Hispanicize.
The Ad Council and COVID Collaborative have undertaken comprehensive and ongoing research to understand audience mindsets and how to effectively message to build vaccine confidence around the “It’s Up To You / De Ti Depende” platform. To date, the initiative has raised over $52 million for a national communications effort to increase confidence in vaccination against the COVID-19 virus. Leading contributors to date include Amazon, Apple, Bank of America, Cisco, CVS Health, Facebook, General Motors, Google and YouTube, the Humana Foundation, NBCUniversal/Comcast, Salesforce, Verizon, Walgreens and Walmart. Significant contributions have also been provided by Adobe, America’s Health Insurance Plans (AHIP), the American Heart Association, the American Medical Association, BNY Mellon, Business Roundtable, Citi, Ford Motor Company, JPMorgan Chase, the New York Life Foundation, Stanley Black & Decker, Synchrony, Target, Unilever, Wells Fargo and ViacomCBS.
“We are pleased to partner with Hispanicize as part of our broader efforts to educate and empower people across the country–particularly communities of color who have been disproportionately impacted by the pandemic–so they can make an informed choice about vaccination for themselves and for their families,” said Lisa Sherman, President and CEO of the Ad Council. “Our extraordinary partners across the communications industry are uniquely positioned to amplify these critical messages at scale. Through this truly unprecedented effort, we can get back to the moments we all miss and save lives.”
In addition to Dr. Anthony Fauci (Director, National Institute of Allergy and Infectious Diseases at NIH), the following participants are confirmed for Hispanicize #DeTiDepende, with others to be announced soon; Paola Ramos (Journalist & Author ‘Finding Latinx’), Beto Perez (Founder, Zumba), John Leguizamo (Actor, Activist & NGL Partner), Henry R. Muñoz III (Founder, Momento Latino / Co-Founder, SOMOS US), Lindsay Casinelli (TV Host, Sports Journalist and Mom), Janet Murguia (President & CEO, UnidosUS), Luis Guzman (Actor & Activist), Beatriz Acevedo (CEO, Entrepreneur & Cultural Strategist), Enrique Sapene (TV Host & Personality) and Jessica Flores (TV & Radio Personality), Father Augustino Torres (Corazon Puro), Yarel Ramos (Anchor, Univision’s Edicion Digital California), Dr. Angelica Cifuentes Kottkamp (Assistant Professor of Medicine & Infectious Diseases Specialist, NYU Langone), Dr. Daniel Campos (DNP, APRN Board Certified & Author), Dr. Eduardo Sanchez (Chief Medical Officer For Prevention, American Heart Association), Dr. Paulina Sosa, MPH, DrPH (Chair, Latinx COVID-19 Task Force), Dr. Robert Rodriguez (Emergency Physician, SF General Hospital / Professor, UCSF Dept. Emergency Medicine), Flaco Navaja (Spoken Word Poet), Isis Reyes (MSN), Angelica Celaya (Actress and Mom), (Mariposa de Barrio), Giselle Blondet (Actress, TV Host, Entrepreneur & Mom), Tania Sanjurjo (Director of Creative Development, COVID-19 Vaccine Education Initiative, The Ad Council), Charysse Nunez (Insights Lead – COVID-19 Vaccine Education Initiative, The Ad Council), Luis Miguel Messianu (Creative Chairman & CEO, Alma) and PJ Pereira (Creative Chairman, Pereira O’Dell).
To register FREE for the Hispanicize #DeTiDepende special edition virtual event visit Hispanicize.com.
NGL Collective:
NGL Collective is the leading independent Latinx media and entertainment solutions company connecting advertisers with the Latinx audience in-language, in-culture and in-context. Decades before it was cool, understood or even acceptable to talk about the NGL (New Generation Latinx) majority that is driving growth in America, NGL Collective was dedicated to modernizing the way advertisers reach and engage Latinx. As the group who coined the term “New Generation Latinx,” we know NGLs best and help advertisers connect with them through our end-to-end offering spanning NGL Media, NGL Studios, NGL Social, NGL Virtual and NGL Solutions. To learn more visit NGLCollective.com.
Hispanicize:
Now in its 11th year, the iconic Hispanicize continues to entertain, celebrate, empower and unite the Latinx community through unforgettable live experiences. Widely known as the largest gathering of Latinx influencers, content creators, entrepreneurs, trendsetters and media and entertainment innovators for over a decade, Hispanicize’s pivot to being 100% virtual instantly expanded the franchise’s reach and frequency across the calendar year. NGL Collective (owners of Hispanicize), have since expanded the Hispanicize franchise into two full-day tentpole summits, two special edition events for Latinas and Influencers respectively, four LIVE studio specials and monthly installments of its flagship VODcast, Hispanicize Hangout. To learn more visit Hispanicize.com.
The Ad Council
The Ad Council has a long history of creating life-saving public service communications in times of national crisis, starting in the organization’s earliest days during World War II to September 11th and natural disasters like Hurricane Katrina and Hurricane Sandy. Its deep relationships with media outlets, the creative community, issue experts and government leaders make the organization uniquely poised to quickly distribute life-saving information to millions of Americans.
The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation’s most important causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends Don’t Let Friends Drive Drunk. Smokey Bear. Love Has No Labels.
The Ad Council’s innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit AdCpouncil.org, follow the Ad Council’s communities on Facebook and Twitter, and view the creative on Youtube.YouTube.
COVID Collaborative
COVID Collaborative is a national assembly of experts, leaders and institutions in health, education and the economy and associations representing the diversity of the country to turn the tide on the pandemic by supporting federal, state and local COVID-29 response efforts.
The COVID Collaborative is chaired by former Governor and U.S. Senator Dirk Kempthorne (R-ID) and former Governor Deval Patrick (D-MA). It includes expertise from across Republican and Democratic Administrations at the federal, state and local levels, including former FDA Commissioners, CDC Directors, and U.S. Surgeon Generals; former U.S. Secretaries of Education, Homeland Security, and Health and Human Services; leading public health experts and institutions that span the country; the U.S. Chamber of Commerce, and Business Roundtable; the NAACP, UnidosUS, and the National Congress of American Indians; the Skoll Foundation, The Allstate Foundation, and The Rockefeller Foundation; and associations representing those on the front lines, from the American Public Health Association to the Council of the Great City Schools.