Indiana to air commercial during Super Bowl to promote COVID-19 vaccine

The Indiana Department of Health plans to air a commercial Sunday during the Super Bowl to encourage Hoosiers to get the COVID-19 vaccine when eligible to do so.

The TV spot, which will be broadcast in six markets throughout the state, will feature the family of an Indiana athletic director who died of COVID-19.

The state projects the commercial will reach 1.7 million people.

The ad cost the state $123,500 to produce and air and was paid for with federal CARES Act dollars. Indianapolis-based Hirons developed the commercial with Dunebuggy, which is its production partner.

“Worth every single penny of it,” Holcomb said. “I can’t think of another annual event that you would have more eyes on than a Super Bowl, and to be able to do it at that cost, just targeted locally, is a very effective way to communicate.”

In the 30-second ad, former North Central High School Athletic Director Paul Loggan’s son, Will, will talk about his father’s legacy and experience with COVID-19.

Paul Loggan tested positive for COVID-19 in March after attending a basketball game and he died April 12.

“I think the message that will come across is one that’s not just compelling, but it will make a difference,” Gov. Eric Holcomb said.

Indiana State Health Commissioner Dr. Kris Box said the state is trying to reach “everybody where they live, work and play… and we know a lot of people like sports, so the Super Bowl is a perfect place.”

Currently, Hoosiers ages 65 and older and health care workers are eligible to receive the vaccine. To date, more than 600,000 initial doses have been administered.

The ad is part of a larger public awareness campaign the state health department plans to roll out this year. The department has signed a $3.5 million contract with Hirons for that campaign.

Super Bowl LV between the Kansas City Chiefs and the Tampa Bay Buccaneers airs at 6:30 p.m. Sunday.

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6 thoughts on “Indiana to air commercial during Super Bowl to promote COVID-19 vaccine

  1. What a waste of money. Are we to believe the people watching the Super Bowl don’t know about the vaccine and if they are reluctant to get it will have their mind changed in a 30 second commercial? Why not take the money and use it to reach people who are shut in and can’t leave their homes to receive the shots.

    1. Hahaha, JE. This was all Republican. And State led….not Indianapolis, not the Mayor. The State and your Governor.

  2. And while Trump was in office all the Dem’s said they won’t take the vaccine but now they wanna run commercials to try to tell you how safe the vaccine is. Now that the BIG GUY is running the ship into the rocks.

  3. Let’s put the money into education, since people still don’t know the difference between a republican state and a Democrat one. Literally the very first words ….. The Indiana Department of Health. Listen people there are no Jewish space lasers, and/or people that live underground drinking the blood of the young. As they say “A sucker born every minute”.

  4. So let me get this right:
    The State government is using Federal dollars from the 47% who actually pay the Federal government taxes due to a politically driven health scare to persuade people to get an unproven vaccine at the most expensive marketing cost per minute during the SuperBowl. Extortion at its finest.

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