The Biden administration has announced a new public service announcement to encourage immunization against COVID-19 for children under the age of five.


Days after the US launched a dose of a Covid-19 vaccine for children under five, the Biden administration launched a new advertising campaign encouraging parents to give their children the ‘best protection’ against Covid-19: the vaccine. .

A campaign video ad titled ‘Promise’ shows parents cuddling, kissing, holding hands and walking with babies and toddlers, while the screen text reads “All children 6 months and older can vaccinate against coronavirus” . .

The new public service announcement, announced Thursday by the U.S. Department of Health and Human Services and first reported on CNN, is part of an ongoing COVID-19 vaccine public education campaign in the United States. According to HHS, the advertisement will be distributed in English and Spanish media across the country as a public service announcement.

HHS Assistant Secretary for Public Affairs Sarah Robbenheim said, “To vaccinate our youngest children, we need to build parental trust by listening to the people they trust, especially our pediatricians and other parents.” “This new public service announcement encourages parents to contact their family’s pediatrician to begin the immunization process for their children under 5 as part of HHS’s broader ‘We Can Do This’ effort. »

HHS announced its first COVID-19 vaccine, which debuted in April last year. To date, the campaign has developed and launched over 5,000 ads in 14 languages.

Previous COVID-19 vaccination advertisements ranged from heartwarming scenes of friends hugging and hanging out after vaccination against an upbeat music background, to moving testimonies of unvaccinated COVID-19 survivors.

Public health experts are increasingly concerned about the slow absorption of the COVID-19 vaccine in the youngest age group, between the ages of 6 months and 5 years.

When vaccinations began on Tuesday, US health officials appeared on several television stations detailing the rigors of trials studying the vaccine’s safety and effectiveness.

“Unfortunately, we know that many children are getting sick from the coronavirus. “Thousands of children have been hospitalized, including tens of thousands of children between the ages of 6 months and 5 years,” said Dr Ashish Jha, the White House’s COVID-19 response coordinator. NBC. “My advice to parents is to consult and seek advice from your family doctor, pediatrician, and caregiver. And that’s probably the best way.

The use of the Covid-19 vaccine among American children is already slow.

“Having vaccine options for young children is very important. However, since we have seen relatively low intakes of the coronavirus vaccine among children in the 5-12 year old group, there are concerns that intakes in young children under 5 may also be lower than we would like. “Dr. Dan Barouch, Center for Virus and Vaccine Research at Beth Israel Deaconess Medical Center in Boston, told CNN last week.

He said there was a “surprising” difference in the number of fully vaccinated adults compared to children and adolescents.

Prior to this week, children ages 5 to 11 were the group most recently vaccinated in November. However, according to the U.S. Centers for Disease Control and Prevention (CDC), only 29.5% of children were fully vaccinated in the United States with the first or second dose for the following diseases:

  • 60% of 12-17 year olds
  • 64% of adults aged 18-24 years
  • 67% of adults aged 25-39 years
  • 75% of adults aged 40-49 years
  • 82% of adults aged 50-64 years
  • 94% of adults aged 65-74 years
  • 88% of adults 75 years and older

“Of course, there is a lot of work to be done to see the use of this vaccine. Some public opinion polls and surveys show that over time the number of parents considering giving their children this vaccine is steadily declining. counties and cities.

According to a Kaiser Family Foundation Vaccine Monitor survey released in May, only 18% of parents with children under the age of five said they would get their children vaccinated against COVID-19 as soon as the vaccine is available.

“Some people think the longer the pandemic is reflected in the rearview mirror, the less they will be forced to do that,” Freeman said. “So we have a large public health education campaign ahead of us. »

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