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An ad agency in SF is excitedly sharing the news that they were awarded a $40 million account to "educate the public" on the benefits of taking the covid-19 vaccine. I have mixed feelings about this.
On one hand, the education is meant in large part for lower-income, minority populations, including Black, Latino, Asian, and indigenous peoples.
Given there is some skepticism especially amongst Black people (for good reason, given the history of exploitation from the medical community they've endured) to take the vaccine, this may be beneficial.
Having worked in advertising for a long time, a $40 million account keeps a bunch of people employed at the ad agency as well as the media agency doing the ad buying (most likely a huge chunk of that money is for ad spend).
The ad spend money goes in turn to keep various publications and media companies profitable, whether it's buying banner ads or billboards or bus shelter ads. So, $40 million does make its way to many different people along the way, keeping plenty of folks gainfully employed.
However, $40 million is a lot of money. Money that perhaps during a pandemic might be better spent by the state of California on something else, like actually distributing the vaccine or trying to improve healthcare for those same groups being encouraged to get the vaccine.
Let's also remember the $40 million that comes from "the state of California" is money that comes from "the taxpayers of California." (Some may also come from the taxpayers of the rest of the United States.) Is this the best use of $40 million for fighting covid?
Many of these same people have been forced to not work for months, or their kids are (maybe) learning on a laptop, or both. Is $40 million spent by the state to encourage vaccination really the right move when there are people not working/getting poorer & kids aren't in school?
While that $40 million does contribute to the salaries of people making, buying, selling, and running the ads, those are all people who have more likely been "working from home" all pandemic. They may have more resources to ensure their kids are learning while not in school, too.
And does it really take $40 million to encourage Black, Latino, Asian, and indigenous peoples to get the vaccine? If people want it, the best thing to do is make it easy to go get it. "Go get the vaccine! It's free and it's safe!" Does this need a fancy TV spot or photo shoot?
Here's the write up in Adweek for those who are interested. I've met people from this agency before and like them. I know they are well meaning and conscientious people. I just struggle with this enormous chunk of money to make a vaccine PSA campaign. https://www.adweek.com/agencies/duncan-channon-takes-on-covid-19-vaccination-public-education-campaign/
