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.