PRESS RELEASE | March 17, 2022

LeadingAge and JOY Collective Debut “CARE FULLY” COVID-19 Vaccine Campaign for Direct Care Professionals

Contact: Lisa Sanders, 202-508-9407

Creative Aimed at Black and Hispanic Aging Services Professionals Leverages the Ad Council and COVID Collaborative’s “It’s Up To You” Messaging Guidelines

March 17, 2022 Washington, DCLeadingAge, the national association of nonprofit aging services providers, and Black and women-owned, polycultural, full-service agency JOY Collective today announce the rollout of “‘CARE FULLY,” a COVID-19 vaccine education campaign focused specifically on direct care professionals – the millions of predominantly female, Black and Hispanic nursing assistants, personal care aides, and home health aides who care for older adults in nursing homes, assisted living and other residential care settings and private homes nationwide.  

Leveraging messaging guidelines developed for the Ad Council and COVID Collaborative’s “It’s Up To You” COVID-19 Vaccine Education Initiative, “CARE FULLY” speaks directly to caregivers about COVID-19 vaccines using proven messaging approaches that resonate with Black and Hispanic audiences. “Our goal with this work was to develop a campaign grounded in respect and authenticity, so care professionals can reach a decision about vaccines and boosters on their terms,” says Susan Donley, Senior Vice President at LeadingAge, which is a subgrantee of the Vaccine Equity and Access Program.  “Our nonprofit and mission-driven members employ millions of direct care professionals nationwide. We sought out JOY Collective because of their work with the Ad Council and COVID Collaborative to develop research-backed creative and messaging that would resonate with these critical, frontline experts.”

Adds Katie Smith Sloan, president and CEO, LeadingAge, “Vaccines have been a game changer in the fight against COVID-19. Direct care workers, invaluable as the ‘eyes’ and ‘ears’ of the older adults for whom they care, serve at the forefront. Getting vaccinated and boosted continues to be important.” 

JOY Collective brings valuable messaging insights and creative talent to the project as a creative partner in the Ad Council and COVID Collaborative’s “It’s Up To You” COVID-19 Vaccine Education Initiative on COVID-19 Vaccines. “CARE FULLY” focuses on educating Black and Hispanic direct care workers in a credible, culturally relevant way while inspiring them to ‘care fully’ for themselves first to stay healthy. A big part of that is to get the facts on COVID-19 vaccines and boosters,” says Kelli Richardson Lawson, JOY Collective founder and CEO. “Our goal is to help the Black and Hispanic community make informed decisions about COVID-19 vaccines and boosters to protect themselves, their loved ones, and the people they care for.” 

The campaign toolkits for Black care professionals and Hispanic care professionals include social media graphics, printable posters, vaccine information handouts, and a campaign messaging brief that provides guidance on implementing campaign creative, messaging and trusted messengers. LeadingAge is distributing materials to its 5,000 plus members via newsletters, social media and internal communications channels. Creative is also available on the association’s website, under Vaccine Information and Resources


Client: LeadingAge

  • Senior Vice President: Susan Donley

Advertising Agency: JOY Collective

  • Founder & CEO: Kelli Richardson Lawson
  • Creative Executive Director: Melanie Moore
About LeadingAge:

We represent more than 5,000 nonprofit aging services providers and other mission-minded organizations that touch millions of lives every day. Alongside our members and 38 state partners, we use applied research, advocacy, education, and community-building to make America a better place to grow old. Our membership, which now includes the providers of the Visiting Nurse Associations of America, encompasses the continuum of services for people as they age, including those with disabilities. We bring together the most inventive minds in the field to lead and innovate solutions that support older adults wherever they call home. For more information visit