As more and more COVID vaccines become accessible to Americans across the country, it’s clear that vaccine accessibility is becoming less of a challenge during this pandemic. Now, what’s really stopping people from getting a vaccine is hesitancy. In fact, NPR has reported that as many as 1 in 4 American’s aren’t planning to get vaccinated at all.
Why This Vaccine Awareness Ad Works So Well
Sam Adams, a beloved beer brand, is creating an important conversation in this ad to help fight skepticism amongst beer lovers. In “Your Cousin From Boston Gets Vaccinated”—which is shot at Boston’s iconic Fenway Park, a real-life vaccination site—the lovable cousin leads by example in an undeniably comedic style that shows how “wicked easy” getting vaccinated really is.
When it comes to controversial situations, like whether or not vaccines should be required (or even encouraged), humor can be a powerful tool in making a topic more approachable, especially for people who are afraid. “What we all have in common is our desire to get back to safely sitting at the bar with our friends, sharing a beer. Imagine if our younger, more social drinkers see this and think: if ‘Your Cousin from Boston’ can get vaccinated, so can I,” says Lesya Lysyj, the CMO of Boston Beer Company.
Leading By Example
This vaccine awareness ad is just the latest effort made by Samuel Adams, who has been a major contributor to coronavirus relief since the very beginning of the pandemic. In March 2020, when the world first shut down, Sam Adams launched a direct economic relief campaign to benefit restaurant and bar owners and raised more than $8 million. To date, the beer brand has provided almost 7,500 grants to industry workers impacted by COVID-19 and the resulting economic downturn.
We should also note that earlier this month, beginning on April 12th, Sam Adams vouched to cover the cost of a beer for the first 10,000 drinkers to post evidence of their vaccination on social media platforms. People of legal drinking age simply needed to share a photo of their “I’m vaccinated” sticker or their bandaged arm with the “#ShotForSam” on Twitter or Instagram to be eligible to receive a $7 Cash App payment to cover the costs of your beer of choice.
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