Skip to main content

Hispanic Faith Community Toolkit

About the COVID-19 Vaccine Education Initiative

The Ad Council and the COVID Collaborative are leading a massive communications effort to educate the American public and build confidence around the COVID-19 vaccines.

About the Steering Committee

In collaboration with Values Partnerships, the Ad Council's National Faith Steering Committee is helping to reach Black and Hispanic communities to help educate and strengthen vaccines confidence. The National Steering Committee consists of faith leaders from around the country who are leading the charge in getting accurate information to the communities that need it most. The National Steering Committee includes over 20 highly influential faith leaders, including:

  • Dr. Barbara Williams-Skinner, CEO/Co-Founder of Skinner Leadership Institute and Co-Convener of the National African American Clergy Network
  • Bishop T. D. Jakes, Senior Pastor of The Potter’s House
  • Rev. Dr. Gabrial Salguero, Founder of National Latino Evangelical Coalition and Board Member of the National Association of Evangelicals
  • Rev. Jeanette Salguero, Co-Founder of National Latino Evangelical Coalition
  • Rev. Victor Aloyo, Associate Dean of Institutional Diversity and Community Engagement at Princeton Theological Seminary and Head Pastor of La Iglesia Presbiteriana Nuevas Fronteras
  • Rev. Michael McBride, Director for the LIVE FREE Campaign with Faith in Action and Lead Pastor of The Way Christian Center
  • Rev. Dr. Otis Moss III, Senior Pastor of Trinity United Church of Christ (Chicago, IL)
  • Rev. Dr. Michael Walrond, Jr, Senior Pastor of First Corinthian Baptist Church (Harlem, NY)
  • Rev. Charles Winston McNeill, Jr., Past President of the National Capital Baptist Convention and President of the Washington Baptist Ministers Conference (Washington, DC)
  • Rev. Que English, Co-Founder of the Bronx Clergy Roundtable
  • Rev. Dr. Cynthia L. Hale, Founder and Senior Pastor of the Ray of Hope Christian Church (Decatur, Georgia)
  • Rev. Enid Almanzar, Director of U.S. Ministry Integration at American Bible Society
  • Rev. John K. Jenkins, Pastor of First Baptist Church of Glen Arden and Board Chairman for Project Bridges and The Skinner Institute
  • Rev. Dr. Walter Kim, Pastor, Scholar, and Thought Leader
  • Rev. Traci Blackmon, Executive Minister of Justice & Witness Ministries of The United Church of Christ and Senior Pastor of Christ The King United Church of Christ
  • Lisa Sharon Harper, Founder and President of
  • Rev. Antoni Sinkfield, Pastor of Payne Chapel AME (Nashville, TN)
  • Rev. James McKnight, Board Member for the Kedren Head Start and the Kedren Acute Psychiatric Hospital/Community Mental Health Center, Member of the Los Angeles Police Department Clergy Council, and Consultant with the Los Angeles County Department of Health Services Office of AIDS Programs and Policies
  • Rev. Carlos Malave, Executive Director of Christian Churches Together in the USA
  • Anthony J. Granado, Vice President of Government Relations at Catholic Charities USA
  • Candice Marie Benbow, Writer and Theologian
  • Father Manuel Dorantes, Pastor of Saint Mary of the Lake Roman Catholic Church, Chicago, IL

Our Toolkits

The Ad Council has created several toolkits to help answer Americans' questions about COVID-19 vaccines. These include toolkits for the Black and Hispanic communities who have been hardest hit by the pandemic. We also have toolkits for public health organizations, faith communities and corporations/employers.

Community Education Toolkit

Toolkit for Black Communities

Toolkit for Hispanic Communities

Toolkit for Black Faith Communities

Toolkit for Rural Communities

Business Community Toolkit - Health Action Alliance

Health Action Alliance provides research-based materials and resources to help businesses educate about vaccines and make it easier for employees and workers to get vaccinated when it's their turn.

About the Ad Council

The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation's most important social causes. The Ad Council has created many of the most iconic campaigns in advertising history including Friends Don't Let Friends Drive Drunk, Smokey Bear, and Love Has No Labels.

About Values Partnerships

Values Partnerships is the country’s leading social impact and community engagement firm, with a specific focus on communities of faith and communities of color. We have deep roots in community outreach and public affairs and bring unparalleled relationships and experience to the table to help clients build new audiences and campaigns and solve complex problems.

About Covid Collaborative

COVID Collaborative is a national assembly that has brought together leading experts and institutions across health, education, and the economy to turn the tide on the pandemic by supporting state and local officials.

You Have Questions. That’s Good.

Getting informed about COVID-19 vaccines is an important step to help us stop this pandemic. Here are some of the most frequently asked questions to keep your partners and stakeholders informed. These questions have been reviewed by the Centers for Disease Control and Prevention and the U.S. Department of Health and Human Services.


Our insights and recommendations come from the following sources:

  • Literature review of existing research around vaccination hesitancy, with a focus on COVID-19 vaccination hesitancy.
  • Consultations with public health and health communications professionals, affiliated with COVID Collaborative and other expert organizations.
  • Insights and input from Ad Council partner creative and media agencies, including Dentsu Health, Been There Done That, Pereira O’Dell.
  • Qualitative in-depth interviews conducted December 10-17, 2020 with a diverse array of 30 COVID-19 vaccination hesitant individuals nationwide (10 Black, 10 Hispanic, 10 white). Interviews conducted in English and Spanish. Conducted in partnership with Ahzul.
  • Nationwide survey conducted December 15-21, 2020. n=1992, including augment samples of Black and Hispanic adults. Sampling and weighting protocols were implemented to ensure U.S. Census-representative results. This online study was conducted in partnership with Ipsos Public Affairs, leveraging their Knowledge Panel methodology.