ACM Lifting Lives® Partners with the Ad Council and COVID Collaborative for COVID-19 Vaccination Education PSA Featuring Eric Church, Ashley McBryde and Darius Rucker

ACM Lifting Lives®, the philanthropic arm of the Academy of Country Music®, is set to premiere a public service advertisement (PSA) during the upcoming ACM Awards together with the Ad Council and COVID Collaborative in an effort to encourage all Americans to learn more about the COVID-19 vaccines at and get a vaccination when it’s available to them.

Featuring Eric Church, Ashley McBryde and Darius Rucker at Nashville’s iconic Ryman Auditorium and Grand Ole Opry House, the new PSAs are part of the national campaign, “It’s Up to You,” and emphasize the important role education about COVID-19 vaccinations plays in a return to live music.

“We are so grateful to Eric, Ashley, Darius and the team at ACM for lending their talent for this extraordinary partnership. Together, we will help increase awareness about the COVID-19 vaccines and connect audiences to resources where they can get answers to their top questions,” said Lisa Sherman, President and CEO of the Ad Council. “Millions of Americans are looking forward to getting back to seeing live music again, and getting educated on the vaccines is one of the best steps to getting there.”

“ACM Lifting Lives is proud to partner with the Ad Council in educating the public on the COVID-19 vaccinations and how they can play a role in ending the pandemic,” said Lyndsay Cruz, ACM Lifting Lives Executive Director. “With the support of the Country Music industry and artists, we have worked tirelessly this past year to provide over $3.5 million in financial aid to families in need within the Country Music community. By joining the Ad Council and this campaign, we are continuing our commitment to providing a brighter future for these families and fans. We would like to thank each of the artists for making this message impactful and supporting us in achieving this goal.”

According to Ad Council research fielded by Ipsos in February, approximately 40% of the American public remain undecided about getting a COVID-19 vaccination. Of that undecided population, only 56% say they feel confident they have enough information to guide their decision about getting a COVID-19 vaccination, compared to 96% of those already committed. A majority (over 80%) are eager to get back to the moments and people they miss.

First launched in February, the “It’s Up To You” initiative is the largest and most significant communications effort in U.S. history. Developed pro bono by ad agency Pereira O’Dell, the new PSA will direct audiences to for the latest information on the COVID-19 vaccines.

ACM Lifting Lives continues to support the Country music community during the ongoing pandemic with the ACM Lifting Lives COVID-19 Response Fund, which has distributed more than $3.5 million to those in the industry suffering a financial crisis during this time, made possible with support from both corporate sponsors and individual donors.

Broadcasting live from Nashville on the CBS Television Network, the “56th Academy of Country Music Awards” hosted by Keith Urban and Mickey Guyton will feature exciting performances, unprecedented collaborations, surprising moments and more to be announced in the coming weeks.

The show is produced for television by dick clark productions and will also be available to stream live and on demand on Paramount+, ViacomCBS’ global streaming service.

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