Although half the U.S. has received at least one dose of the COVID-19 vaccine and the eligibility for vaccinations has been lowered to as young as 12-years-old, the pace of vaccinations is slowing. Government and brand leaders alike are looking for new ways to encourage more citizens to be vaccinated. Most recently, the White House partnered with Lyft and Uber to provide free rides to and from vaccination sites, but there are still gaps in awareness that need to be filled. Today, we explore how one major brand is using its marketing weight to build recognition of the importance and ease of obtaining the COVID-19 vaccine.
In another crucial partnership with the Biden administration, McDonald’s will be utilizing its brand power to promote the government-led “We Can Do This” campaign. The fast-food brand is tapping into its marketing resources by advertising the star-studded effort on its Time Square billboard and placing stickers on select packaging directing customers to vaccines.gov to access information about where they can get vaccinated. The White House Health and Human Services Secretary, Xavier Becerra, explained that the effort “will help more people make informed decisions about their health and learn about steps they can take to protect themselves and their communities.” Given McDonald’s massive and diverse reach, this alliance could play a pivotal role in increasing the vaccination rate across the U.S.
In early April last year, 71 percent of Americans said companies have a responsibility to offer their business resources to help address the coronavirus pandemic in any way possible, and today’s example demonstrates that this still rings true more than a year later. Although there isn’t a direct line between a burger and getting a vaccine, McDonald’s recognizes the necessity of using its brand influence to share reliable information to Americans. As we continue to focus on putting an end to the global pandemic, companies can think creatively about leveraging their assets to help us get over the finish line.