Government of Canada launches new “Ripple Effect” advertising campaign to encourage vaccination against COVID-19

OTTAWA (ON), May 17, 2021 /CNW/ – From coast to coast, Canadians have made extraordinary sacrifices to protect themselves, their families and their communities from COVID-19. These individual actions strengthen our collective ability to reduce the spread of COVID-19. As more highly effective vaccines become available, everyone in Canada can be part of the solution to ending the pandemic.

The government of Canada helps Canadians make informed choices about COVID-19 vaccines. Today, the Honorable Patty Hajdu, Minister of Health, announced the launch of a new national campaign to encourage vaccination, which will be broadcast on television, radio, print media, outside and online.

The campaign uses the concept of the ripple effect to highlight how a small individual action can have a big impact on results for everyone. Getting vaccinated will help reduce infection rates, ease the strain on the health care system, and create the conditions that will allow us to resume important social, economic, and recreational activities. Choosing to get vaccinated against COVID-19 can have a cascading effect, resulting in a more vaccinated and protected population Canada and the possible easing of public health restrictions.

The latest tracking poll shows that the number of people who have already had a vaccine or will take one as soon as it becomes available to them is up from previous weeks and now stands at more than 70%. More and more of our family members, friends and neighbors in communities across Canada get vaccinated or say they intend to do so. This momentum to get as many people vaccinated as quickly as possible must continue. It is important for people to know that their choice to get vaccinated plays an important role in keeping them and their loved ones healthy.


“Vaccines are one of the most important ways to protect the health of Canadians. The COVID-19 pandemic has challenged everyone, and COVID-19 vaccines have given us hope for a return to what we miss most. This advertising campaign helps people get vaccinated for their own health and for the health of their families, loved ones and communities. »

The Honorable Patty Hajdu
health Minister

“As the availability of vaccines increases, I urge everyone in Canada get vaccinated and help others get vaccinated as soon as they can. Through campaigns like The Ripple Effect, we remind people that the individual choices we make will have a positive impact on our collective future. As more and more people in Canada getting vaccinated, we are one step closer to returning to the people, places and activities we love. This is because getting vaccinated means you reduce your personal risk of contracting COVID-19 and are less likely to pass the virus on to others.”

Dr. Theresa Tam, Chief Public Health Officer
Public Health Agency of Canada

Fast facts

  • The Public Health Agency of Canada launched the second phase of the COVID-19 vaccine advertising campaign, called the “ripple effect”, to remind Canadians of the collective effort to vaccinate needed to see a reduction in restrictions and public health measures .
  • The budget for this second phase of the COVID-19 vaccine advertising campaign is $11 million.
  • This second phase of the COVID-19 vaccine advertising campaign runs from May 17, 2021 for July 4, 2021. Ads will run on TV and radio (including multicultural and Indigenous channels), in print and outdoors, including on buses and digital billboards. Additional digital advertisements will run on websites, social media and through search engine marketing.
  • The first phase of the advertising campaign, “COVID-19 vaccines and you”, ran from 8 Marchand2021, at May 16and2021, to educate and build confidence in COVID-19 vaccines by answering key questions about vaccines and providing Canadians with the information they need to make informed choices about COVID-19 vaccines.
  • These ads garnered over 347 million impressions and generated over 3 million visits to

Related links

COVID-19 vaccines: we can all help by getting vaccinated (
Coronavirus disease (COVID-19): awareness resources
Vaccine Community Innovation Challenge
Immunization Partnership Fund

SOURCE Public Health Agency of Canada

For further information: Cole Davidson, Office of the Honorable Patty Hajdu, Minister of Health, 613-957-0200; Media Relations, Public Health Agency of Canada, 613-957-2983, [email protected]; Public Inquiries: 613-957-2991, 1-866-225-0709