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In a surprising turn of events, Sesame Street is now enlisting its beloved characters to encourage adults to receive the COVID-19 vaccine. In collaboration with the Ad Council, COVID Collaborative, and the CDC, they’ve rolled out a series of public service announcements (PSAs) to promote vaccination among grown-ups. While it’s commendable that Sesame Street is working to inform the public about the safety and accessibility of the vaccine, one can’t help but wonder why it has come to this. Do we really need Elmo to tell adults to get vaccinated?
Despite over half of American adults having received at least one vaccine dose, the rate of vaccinations is slowing. This trend indicates that fewer people are eager to get the shot than anticipated. Vaccine hesitancy is prevalent across various demographics for many reasons, but the bottom line is that widespread vaccination is crucial for returning to a sense of normalcy. It seems the U.S. is running out of ways to persuade its citizens, necessitating the involvement of Sesame Street.
While many countries are struggling to secure vaccine doses, here we are, gathering Muppets to motivate Americans to roll up their sleeves. The reality is, individuals like Carol and Bob from rural North Dakota are reluctant to get vaccinated due to misinformation on social media and a general distrust of the vaccine. Now we need Big Bird to step in and encourage them to care about their health? It’s a narrative that feels distinctly American.
As Samantha Maltin, Executive Vice President and Chief Marketing Officer of Sesame Workshop, stated, “Getting back to the activities children and families love starts with grownups getting vaccinated.” The initiative aims to use the charm of Sesame Street to help adults recognize the importance of vaccination and how it can lead to brighter days ahead.
One of the PSAs features Elmo’s dad, Louie, proudly displaying his vaccine bandage and explaining to Elmo that with the vaccine, they can enjoy pre-pandemic activities again, such as hugging family, visiting grandma, and socializing indoors. This message may resonate with those who are still undecided and seeking more information about the vaccine. To assist in this effort, Sesame Street and the CDC have launched GetVaccineAnswers.org, a resource designed to help individuals feel more confident in their vaccination choices.
However, it’s essential to acknowledge that many anti-vaccine individuals may not be swayed by the promise of returning to normal, as they have been living without restrictions throughout the pandemic. The overlap between those resistant to vaccination and those skeptical of COVID-19 is significant. The reality in some areas, like Florida or various rural parts of the U.S., suggests that many have ignored pandemic protocols altogether, despite the ongoing threat posed by the virus.
While we can hope that these cheerful advertisements will encourage some hesitant viewers to get vaccinated, I remain skeptical about their effect on the broader audience of vaccine doubters.
At least we can take comfort in knowing that Elmo’s dad is protected against COVID-19.
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Summary
Sesame Street has launched a series of PSAs featuring its characters to encourage adults to get vaccinated against COVID-19. Despite over half of American adults having received at least one dose, vaccine hesitancy persists, prompting the use of Muppets to reach those who are uncertain. The campaign aims to communicate the importance of vaccination and the possibility of returning to pre-pandemic activities.