Thank you for supporting this important national movement to improve vaccine confidence across Canada. We have made incredible strides so far, but vaccine hesitancy in Canada is still at 21%. This is a pivotal moment for a final push to avoid a potential fourth wave and further lockdowns. We need your support to rally Canadians and encourage each other to replace vaccine hesitancy with confidence so that we can end the pandemic, together.
This toolkit is designed to make it easy for you to support the campaign and promote your involvement in it. It includes the key information, messages and assets you need to amplify the This Is Our Shot to be #TogetherAgain campaign through your marketing channels and communications efforts.
The What
This Is Our Shot to be #TogetherAgain is a national campaign aimed at educating and inspiring Canadians to replace vaccine hesitancy with confidence. We’re using our collective resources and research-driven insights to reach specific hesitant and hotspot communities to ensure they have access to the facts and information needed to make informed decisions.
The Who
A consortium of three national hesitancy coalitions as well as Canadian businesses, associations, front line workers, community leaders and influencers rallying together over a shared goal of increasing vaccine confidence in Canada.
The Why
Without action, we remain at risk. While vaccination rates are steadily increasing and we’re making progress across the country, 21% of Canadians are still hesitant to get vaccinated. Reducing vaccine hesitancy in Canada will require broad impact at a national level, while addressing the unique concerns of the different communities with higher hesitancy.
How You Can Help
We all have a shared interest to drive vaccine uptake. We need Corporate Canada to work together to help turn the corner on this pandemic and move toward economic recovery; this is our shot at getting Canadians safely back together again. You can help by sharing this message far and wide through your channels and networks so we can better educate and encourage all Canadians to rally together as a country to get informed, take the vaccine, and keep the momentum going for getting second doses. Here are some tools to help you do that.
- This Is Our Shot to be #TogetherAgain is a consortium of grassroots organizations, Canadian businesses, associations, healthcare professionals, community leaders and influencers.
- It’s about rallying together and embracing the Canadian spirit of togetherness for a final push to avoid a potential fourth wave and further lockdowns, and end this pandemic, together.
- To be #TogetherAgain, we must continue to protect ourselves, our families, and our communities.
- While vaccination rates are steadily increasing and we’re making progress across the country, 21% of Canadians are still hesitant to get vaccinated.
- We’re calling on all Canadians to dedicate their vaccination and help get the word out to educate and inspire others so we can replace vaccine hesitancy with confidence.
- We’ve created an inspirational 60-second video featuring frontline workers and Canadians who share their reasons for getting vaccinated with the hopes of encouraging others to dedicate their shot to the people and activities they’ve missed most.
- We’re using our collective resources and research-driven insights to reach specific hesitant and hotspot communities to ensure they have access to the facts and information needed to make informed decisions.
- This Is Our Shot to be #TogetherAgain is for all Canadians. Here’s five ways you can get involved:
- Getting the vaccine when it’s your turn.
- Buying a This Is Our Shot to be #TogetherAgain t-shirt with all proceeds benefitting Kids Help Phone.
- Dedicating your vaccine to someone (or something) you care about.
- Sharing your dedication and tagging your friends and family to join the movement using #ThisIsOurShotCA and #TogetherAgain.
- Following @ThisIsOurShotCA on Instagram, Facebook, Twitter, and TikTok.
- For more information, visit www.ThisIsOurShot.ca
- Finding vaccination information in one convenient place has been challenging during the pandemic. The campaign website www.ThisIsOurShot.ca addresses this by providing easy-to-understand vaccine FAQs, booking information and resources in more than 30 languages.
Please use the following social media copy and add this link to the This Is Our Shot to be #TogetherAgain video: https://youtu.be/xVPJO3k_N3k or visit the Creative Assets section and download a photo, graphic or video to include in your post.
- Post Copy: What’s your reason for getting vaccinated? Join @ThisIsOurShotCA to be #TogetherAgain and dedicate your vaccination to someone (or something) you care about. Learn more at www.thisisourshot.ca
- Post Copy: We’re proud to join @ThisIsOurShotCA to help get the word out about COVID-19 vaccination. #ThisIsOurShotCA to end the pandemic. Let’s do it, together. Visit www.thisisourshot.ca to learn more. https://youtu.be/xVPJO3k_N3k
- Post Copy: #ThisIsOurShotCA to be #TogetherAgain. To get there, we must continue to protect ourselves, our families, and our communities. Join us and @ThisIsOurShotCA and dedicate your vaccination to someone (or something) you care about. www.thisisourshot.ca *Link to TV Ad Spot: https://youtu.be/xVPJO3k_N3k
- Post Copy: Have questions about vaccination? @ThisIsOurShotCA is hosting weekly Townhalls to get your questions answered. Learn more at www.thisisourshot.ca #ThisIsOurShotCA #TogetherAgain
Note: Additional assets will be available over the next week that include 30, 15 and 6 second spots plus a gif pack for social platforms
Sample LinkedIn Post Copy
We’re proud to join This Is Our Shot to be #TogetherAgain to help get the word out about COVID-19 vaccination and inspire vaccine confidence across Canada.
The This Is Our Shot movement has already made a major impact in encouraging Canadians to get informed and feel confident about vaccination. With the support of partners like us, we’re hoping we can continue to get the message out to more communities.
Through This Is Our Shot to be #TogetherAgain, we’re calling on all Canadians to dedicate their vaccination to a special someone or something they’ve missed most during the pandemic so we can inspire others to get vaccinated so we can end the pandemic, together.
Visit www.ThisIsOurShot.ca to access easy-to-understand vaccine FAQs, booking information and resources in more than 30 languages.
When you share your video/photo to your social channels, please tag the following accounts:
- Tag and follow @thisisourshotca
- Use the hashtags #ThisIsOurShotCA #TogetherAgain
- Include a link to www.thisisourshot.ca
- Tag relevant people in your networks
- Consider using the PNG logo formats provided as stickers in your social posts
- GIPHY PACK: The This Is Our Shot Giphy pack is also live and available to use on Instagram and Facebook mobile cameras. Simply open the camera, load or take your picture and search “ThisIsOurShot” in the GIFs search tool. Choose your favourite sticker and use the type tool to make your bandage dedication.
Rallying Canadians to dedicate your vaccination and help get the word out to end the pandemic, together
New national consortium joins This Is Our Shot campaign to encourage vaccine confidence across Canada
TORONTO, ON (June 9, 2021) – What’s your reason for getting vaccinated? That’s the question This Is Our Shot and more than 200 partners across Canada are asking Canadians in a nation-wide effort aimed at rallying together to increase vaccine confidence.
Whether it’s a special someone or something that’s been missing during the pandemic, the new campaign This Is Our Shot to be #TogetherAgain is calling on all Canadians to dedicate their vaccination and help inspire others to get vaccinated so we can avoid a potential fourth wave of COVID-19 and further lockdowns.
“To date, the This Is Our Shot movement has made a major impact in encouraging Canadians to get informed and feel confident about vaccination in a way that’s inclusive and community-based,” says Anju Anand, MD FRCPC, Respirology.
“With the support of our new partners, we’re hoping we can continue to get the message out to more communities across the country so we can end the pandemic, together,” says Guri Pannu, This Is Our Shot, Founder.
To symbolize the joint effort, a new logo featuring a bandage will be used on t-shirts and other creative elements including an inspirational video that anchors the campaign. The 60-second video features frontline workers and Canadians who write their reasons for getting vaccinated on the bandage, with the hopes of inspiring others to dedicate their shot to the people and activities they’ve missed most. The video can be viewed at https://youtu.be/xVPJO3k_N3k
While Canada has made significant progress with dose one vaccine coverage, there’s still a long way to go and vaccine hesitancy remains a concern. Research from Boston Consulting Group and 19 to Zero reveals 21 per cent of Canadians (6.9 million) over the age of 16 are hesitant to get vaccinated, with the top-cited concerns being side-effects, vaccine effectiveness against new variants and the speed with which vaccines were developed. Most of this group includes those who are concerned about the long-term effects of the vaccine, BIPOC communities with a history of health inequity, and Gen Z who are less concerned with catching COVID-19.
“As the COVID-19 vaccine rollout continues, connecting people with credible sources of information from health authorities to build trust and confidence is critical,” said Garrick Tiplady, Managing Director of Facebook Canada. “This Is Our Shot to be #TogetherAgain is a key part of this work, and the cross-industry collaboration enabled through this movement is essential.
This Is Our Shot to be #TogetherAgain is backed by grassroots organizations, Canadian businesses, associations, healthcare professionals, community leaders and influencers. The goal is to ensure specific hesitant and hotspot communities have the right facts and information to replace vaccine hesitancy with confidence.
“We need to embrace the Canadian spirit of togetherness and do our part to reach that final goal, so we can be one step closer to economic recovery and getting Canadians safely back together again,” says Kyle Norrington, President of Labatt Breweries of Canada.
Canadians are encouraged to participate in the This Is Our Shot to be #TogetherAgain challenge by:
- Getting the vaccine when it’s your turn.
- Buying a This Is Our Shot to be #TogetherAgain t-shirt with all proceeds benefitting Kids Help Phone.
- Dedicating your vaccine to someone (or something) you care about.
- Sharing your dedication and tagging your friends and family to join the movement using #ThisIsOurShotCA and #TogetherAgain.
- Following @ThisIsOurShotCA on Instagram, Facebook, Twitter, and TikTok.
Finding vaccination information in one convenient place has been challenging during the pandemic. The campaign website www.ThisIsOurShot.ca addresses this by providing easy-to-understand vaccine FAQs, booking information and resources in more than 30 languages. A series of community townhalls will be held regularly through a variety of platforms to provide Canadians with the ability to get their questions answered by medical professionals, influencers and community leaders.
Since This Is Our Shot launched its campaign in April, more than $100,000 has been raised for Kids Help Phone through t-shirt sales.
ABOUT THIS IS OUR SHOT TO BE TOGETHER AGAIN
Grassroot organizations, healthcare professionals, frontline workers, local communities and some of Canada’s largest businesses saw a need to get the word out about the safety of vaccines and replace hesitancy with confidence. Working together as a united group under the single banner of This Is Our Shot to be #TogetherAgain, they are dedicating their time and resources on one concerted effort to overcome vaccine hesitancy across Canada.
For more information, contact:
Jeff Blay
289-241-5114
Q: Who is This Is Our Shot to be #TogetherAgain?
- This Is Our Shot to be #TogetherAgain is a consortium of three national hesitancy coalitions as well as grassroots organizations, Canadian businesses, associations, healthcare professionals, community leaders and influencers.
- It’s about rallying together and embracing the Canadian spirit of togetherness for a final push to avoid a potential fourth wave and further lockdowns, and end this pandemic, together.
Q: Why is this needed / Why are you doing this?
- Without action, we remain at risk.
- We’ve faced an incredible challenge over the past year, we’re at a critical point – now is not the time to get complacent. We all have a role to play in spreading the word about vaccination so we can all get together again.
- New research from Boston Consulting Group reveals 21 per cent of Canadians (6.9 million) over the age of 16 are hesitant to get vaccinated, with the top-cited concerns being misinformation and lack of trust in the vaccines.
- It’s time to finish the job – through this campaign, we are using all of our collective networks to target specific hesitant and hotspot communities to ensure they have access to the facts and information needed to make informed decisions.
Q: What is involved? What are the elements of this campaign?
- On June 9, This Is Our Shot launched a national advertising campaign to drive widespread vaccination, encouraging Canadians to consider their unique, individual reasons to get vaccinated and get back Together Again.
- We’ve created a heartfelt PSA featuring frontline workers, healthcare professionals and Canadians who share their reasons for getting vaccinated with the hopes of encouraging others to dedicate their shot to the people and activities they’ve missed most.
- The campaign is centered around a dedicated website, www.ThisIsOurShot.ca, which includes vaccination facts and information available in more than 30 languages, to ensure that all communities, in particular those with higher-than-average rates of hesitancy, can access the information they need to make an informed choice about vaccination.
- This Is Our Shot is also hosting a series of townhalls, Ask Me Anything (AMA) sessions, and other interactive opportunities for Canadians to get their questions answered by medical professionals and community leaders.
- Canadians are encouraged to participate and help share the message that vaccination can end the pandemic in Canada by:
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- Getting the vaccine when it’s your turn.
- Buying a This Is Our Shot to be #TogetherAgain t-shirt with all proceeds benefitting Kids Help Phone.
- Dedicating your vaccine to someone (or something) you care about.
- Sharing your dedication and tagging your friends and family to join the movement using #ThisIsOurShotCA and #TogetherAgain.
- Following @ThisIsOurShotCA on Instagram, Facebook, Twitter, and TikTok.
- For more information, visit www.ThisIsOurShot.ca
Q: What do the corporate partners bring to the campaign?
- Across the country, governments, public health officials and health care providers are doing their part to ensure Canadians can access vaccines, but we believe we all have a role to support them by making sure everyone we know has access to the information they need about COVID-19 vaccination.
- Corporate Canada has an opportunity to help. We can contribute our resources to support the efforts of This Is Our Shot, allowing this campaign to get the word out about vaccination to a bigger audience.
- Additionally, our collective networks reach a lot of people – employees and their families, local communities, customers, suppliers and many others in our networks – which is another way we can do our part to help get the word out.
Q: Do you really believe that an ad campaign is enough to combat years of health inequity and distrust of the medical system?
- If it was a standalone ad campaign, no, it wouldn’t be. But this is an inclusive, research-driven and community-based campaign that leverages multiple platforms to address the different reasons for people to get vaccinated and tailors the message for each unique community.
- We are working to address the concerns of communities with low vaccine confidence through medical professionals and community leaders with whom they identify and trust.
Q: What is the research that has informed this campaign?
- The primary research we are using is from the Boston Consulting Group and 19 to Zero
- The first BCG survey was launched March 22-26, 2021 to better understand vaccine hesitancy and key hesitant segments.
- BCG used a third-party vendor to survey ~1,941 people across Canada who are 18+ years of age
- Audience is focused on Canada’s representative population, across age, gender, ethnicity, regions
- Second survey launched April 23-29, 2021 and further examines drivers of vaccine hesitancy and access barriers, test impacts of incentives, and assess vaccine preferences
- The data reveals 21% of Canadians (6.9 million) over the age of 16 are hesitant to get vaccinated, with the top-cited concerns being misinformation and lack of trust in the vaccines
- Studies suggest we need to vaccinate 55-85% of the total population for disease risk minimization; we currently sit at ~56%
Q: Which communities have the highest rates of vaccine hesitancy? Why?
- Highest hesitancy rates are found in people in racialized communities (up to 43% in some BIPOC communities), people 18-24 years old (39%), and people in lower income households (37% of Canadians making <$25k)
- The top cited reasons for vaccine hesitancy include misinformation and lack of trust in the vaccines. Within this group of hesitant Canadians, there are those who are concerned about the long-term effects of the vaccine, BIPOC communities with a history of health inequity, and Gen Z who are less concerned with catching COVID-19
- There are ~2.3 million Canadians outside of the mentioned groups who are considered “long term worriers” who are concerned about the long-term side effects of the vaccine
Q: What are your thoughts on the government’s handling of the vaccine rollout to date? Are you doing this because you feel that the government is failing to reach all Canadians?
- Absolutely not. We feel that having physicians, community leaders and organizations support the public health effort can only further awareness and education about vaccination.
- This pandemic has been an extraordinary, unprecedented challenge for everyone, at all levels of government. And governments are doing their part in procuring vaccines and rolling them out to the population.
- For us, this is about understanding what we can do help, and then stepping up and doing our part. We know that a big challenge now will be ensuring that enough Canadians get vaccinated to get us to herd immunity, so we can go back to being together again. And we saw a way that we could collectively use our resources and our platforms to help, and to encourage others to do the same.