ACM Lifting Lives To Premiere Vaccine PSA At ACM Awards

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Eric Church, Ashley McBryde, Darius Rucker

ACM Lifting Lives, teamed up with the Ad Council and COVID Collaborative, is set to premiere a COVID Vaccine PSA at the upcoming ACM Awards.

The new advertisements are part of the national campaign, “It’s Up to You,” and emphasize the important role education about COVID-19 vaccinations plays in a return to live music. The PSA will feature Eric Church, Ashley McBryde and Darius Rucker at the Ryman Auditorium and Grand Ole Opry House.

“We are so grateful to Eric, Ashley, Darius and the team at ACM for lending their talent for this extraordinary partnership. Together, we will help increase awareness about the COVID-19 vaccines and connect audiences to resources where they can get answers to their top questions,” says Lisa Sherman, president and CEO of the Ad Council. “Millions of Americans are looking forward to getting back to seeing live music again, and getting educated on the vaccines is one of the best steps to getting there.”

According to Ad Council research fielded by Ipsos in February, approximately 40% of the American public remain undecided about getting a COVID-19 vaccination. Of that undecided population, only 56% say they feel confident they have enough information to guide their decision about getting a COVID-19 vaccination, compared to 96% of those already committed. A majority (over 80%) are eager to get back to the moments and people they miss.

“ACM Lifting Lives is proud to partner with the Ad Council in educating the public on the COVID-19 vaccinations and how they can play a role in ending the pandemic,” says Lyndsay Cruz, ACM Lifting Lives executive director. “With the support of the country music industry and artists, we have worked tirelessly this past year to provide over $3.5 million in financial aid to families in need within the country music community. By joining the Ad Council and this campaign, we are continuing our commitment to providing a brighter future for these families and fans. We would like to thank each of the artists for making this message impactful and supporting us in achieving this goal.”

The “It’s Up To You” initiative launched in February and is the largest and most significant communications effort in U.S. history. Developed pro bono by ad agency Pereira O’Dell, the new PSA will direct audiences to GetVaccineAnswers.org for the latest information on the COVID-19 vaccines.

The 56th Academy of Country Music Awards, hosted by Keith Urban and Mickey Guyton, airs on April 18 at 7 p.m. CST on CBS.

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