What about people who aren't into sports?

I have the same question!

Sounds great! And I’m not much of a sports fan.

i wonder what the demographic is like of people that aren’t getting the shot. maybe it is a lot of sports fans, and this message speaks to them?

It also ties to Hamilton and Lin Manuel Miranda "I'm not throwing away my shot"

I think it is especially interesting that you can scale the reach of the influencer from celebrity to local trusted figure.

What about "Moon Shot"

There are particular populations who are more vaccine-hesitant than others or at least more skeptical about the medical establishment - African Americans, Latinos, indigenous communities, progressive subgroups in the vegan and alternative medicine communities. How well do you think your approach will work?

Wayne Gretzky: You miss 100% of the shots you don't take.

Geena Davis is a serious archer, fyi

In the spirit of road testing the idea, are you concerned that some will take “shot” in a different direction e.g. gunfire?

Yes "take a shot" or "take the shot" has different meanings to different people, but nonetheless resonates universally... and lends itself to just about any spokesperson. So GREAT CONCEPT / CATCHPHRASE, you guys!

Is there a way to measure the impact of your campaign? Do viewers click something or indicate thumbs up? Obviously you won’t have access to vaccine records to know how many actually got the vaccine.

Ellen Peters, also Republican men.

How to go after the hesitant (waiting to see if vaccine has adverse impacts) and the deniers (Covid < Flu)

Agree Nadine Kano

Is there a way to extend this campaign into the religious communities that many trust?

Drinking shots...!

what is the name of the gentleman in the box with Scott Bedbury?

I was schooled in creative strategy: 1) what does target think?; 2) what do you want target to think; and 3) what do you need to tell them to get from #1 - #2 (BTW, former VP of MKTG at AMZN)

Scott's son Nick

This type of campaign get’s expensive fast. What is the funding strategy? How can folks on this call engage/help?

Are you hoping that non-famous people will share their own shot? Perhaps as an alternative to posting one’s vaccine credentials.

We just spent a week in South Central and East LA filming the community and their hesitancy in taking the vaccine. They are skeptical that it won’t be the same as what they give in Beverly Hills.

Also, this is a melting ice cube. As people get the shot and pandemic get’s under control, the urgency may dissipate. Plus so many other campaigns focusing on awareness creation. So small window to get it out there fast and get people to step up/engage.

They are extant leaders

Is it possible for a celebratory theme of "it's coming" -- "come aboard" -- vaccination proof will be needed to board plane, boat, work, etc. (may need to work with regulators)

They are not pastors - they are ex gang leaders.

They are gang interventionist

They have all been shot for real

Check out this piece we just created for an organization in south central and east la: https://wildbill.gosimian.com/sp/a/83NcGq0Q81rRFOh4ImJJgQ/

Lot of insights from Behavioral Economics that can be leveraged in this campaign to power the call to action (CTA)

One example from psychology/behavioral economics is that telling people that their shot is “waiting” or “reserved” for them boosts vaccine rates.

Could clever visual show, real-time, vaccinated vs non-vaccinated population and deaths from Covid/vaccine? Done right, would show sorrowful far greater deaths among the non-vaccinated

do you have tips for brands that want to support the cause through storytelling but don't want to come across as manipulative?

What are your thoughts about the follow on “booster” shots? As the virus mutates the “booster” shots are almost certain. That is the long tail and so vital to success in curbing the pandemic (of more deadly and viral mutations).

It belongs to you!!!

second shot

Is there any way to measure impact of the campaign?

@Deirdre, it would be great to measure impact and if it's different in different groups. You could think about modifications then to try to bring more in.

I know Adam Silver at NBA -- they are co-motivated to fill indoor arenas.

Most don’t get a second shot. When you get a second shot, take it!

Need to drop, but thank you for sharing the awesome work you're doing and for the great discussion!

Great event and presentation Michael, Scott, Ari, Nick! Keep up the good work and thanks so much!

Why not make stars out of scientists? Alison Buttenheim GSB '97 is a public health scientist who runs a Facebook page called "Dear Pandemic" with other female scientists. They call themselves the "nerdy girls."

Thank you everyone!

This could be wildly inappropriate, but my cousin is high up at comms at the NRA. Seems like that demographic is in need of some coercion to get a “shot” Definitely delicate communications however… not sure how I feel about it now that I think about it

AMZN might support; interesting as part of pro-employee PR push; but they contrastingly offered Biden COVID help from AMZN vs Trump (I know Andy Jassy, if interested)

I discussed it with Michael, and I am pursuing it with Microsoft Marketing.

Nick, Scott, Ari, and Michael, thank you so much. This is a terrific project and presentation!!

Thank you!

Thank you!!

Mahalo!

Thanks!

Thank you all so much -- terrific session!

Thank you!