“It’s Up to You” Vaccination Education PSA

to Premiere During “56th Academy of Country Music Awards™”

Broadcasting Live from Nashville on Sunday, April 18 at 8 p.m. ET/7 p.m. CT on CBS

LOS ANGELES, CA (April 1, 2021) – ACM Lifting Lives®, the philanthropic arm of the Academy of Country Music®, is set to premiere a public service advertisement (PSA) during the upcoming ACM Awards together with the Ad Council and COVID Collaborative in an effort to encourage all Americans to learn more about the COVID-19 vaccines at and get a vaccination when it’s available to them.

Featuring Eric Church, Ashley McBryde and Darius Rucker at Nashville’s iconic Ryman Auditorium and Grand Ole Opry House, the new PSAs are part of the national campaign, “It’s Up to You,” and emphasize the important role education about COVID-19 vaccinations plays in a return to live music.

“We are so grateful to Eric, Ashley, Darius and the team at ACM for lending their talent for this extraordinary partnership. Together, we will help increase awareness about the COVID-19 vaccines and connect audiences to resources where they can get answers to their top questions,” said Lisa Sherman, President and CEO of the Ad Council. “Millions of Americans are looking forward to getting back to seeing live music again, and getting educated on the vaccines is one of the best steps to getting there.”

“ACM Lifting Lives is proud to partner with the Ad Council in educating the public on the COVID-19 vaccinations and how they can play a role in ending the pandemic,” said Lyndsay Cruz, ACM Lifting Lives Executive Director. “With the support of the Country Music industry and artists, we have worked tirelessly this past year to provide over $3.5 million in financial aid to families in need within the Country Music community. By joining the Ad Council and this campaign, we are continuing our commitment to providing a brighter future for these families and fans. We would like to thank each of the artists for making this message impactful and supporting us in achieving this goal.”

According to Ad Council research fielded by Ipsos in February, approximately 40% of the American public remain undecided about getting a COVID-19 vaccination. Of that undecided population, only 56% say they feel confident they have enough information to guide their decision about getting a COVID-19 vaccination, compared to 96% of those already committed. A majority (over 80%) are eager to get back to the moments and people they miss.

First launched in February, the “It’s Up To You” initiative is the largest and most significant communications effort in U.S. history. Developed pro bono by ad agency Pereira O’Dell, the new PSA will direct audiences to for the latest information on the COVID-19 vaccines.

ACM Lifting Lives continues to support the Country music community during the ongoing pandemic with the ACM Lifting Lives COVID-19 Response Fund, which has distributed more than $3.5 million to those in the industry suffering a financial crisis during this time, made possible with support from both corporate sponsors and individual donors.

Broadcasting live from Nashville on the CBS Television Network, the “56th Academy of Country Music Awards” hosted by Keith Urban and Mickey Guyton will feature exciting performances, unprecedented collaborations, surprising moments and more to be announced in the coming weeks.

The show is produced for television by dick clark productions and will also be available to stream live and on demand on Paramount+, ViacomCBS’ global streaming service.

For more information, visit and Fans can also like the Academy of Country Music on Facebook, follow on Twitter at @ACMawards, follow on Instagram at @ACMawards and sign up for the FREE ACM A-List for more immediate updates.

About ACM Lifting Lives

ACM Lifting Lives is the philanthropic arm of the Academy of Country Music dedicated to improving lives through the power of music. Through partnerships with artists and strong ties in the music industry, ACM Lifting Lives funds music health programs while also serving members of the music community who face unexpected hardships through its Diane Holcomb Emergency Relief Fund. With generous donations and the support of artists and fans, ACM Lifting Lives has funded national music therapy programs serving various mental and physical health organizations. Some of the recipients have included patients at children’s hospitals and other healthcare facilities, recovering veterans, people with Williams syndrome and individuals with mental illness.

About The Ad Council

The Ad Council has a long history of creating life-saving public service communications in times of national crisis, starting in the organization's earliest days during World War II to September 11th and natural disasters like Hurricane Katrina and Hurricane Sandy. Its deep relationships with media outlets, the creative community, issue experts and government leaders make the organization uniquely poised to quickly distribute life-saving information to millions of Americans.

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 causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends Don't Let Friends Drive Drunk. Smokey Bear. Love Has No Labels.

The Ad Council's innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit, follow the Ad Council's communities on Facebook and Twitter and view the creative on YouTube.

About COVID Collaborative

COVID Collaborative, a project of UNITE, is a national assembly of experts, leaders and institutions in health, education and the economy and associations representing the diversity of the country to turn the tide on the pandemic by supporting federal, state and local COVID-19 response efforts.

The COVID Collaborative is co-chaired by former Governor and U.S. Senator Dirk Kempthorne (R-ID) and former Governor Deval Patrick (D-MA) and led by CEO John Bridgeland and President Gary Edson. COVID Collaborative includes expertise from across Republican and Democratic administrations at the federal, state and local levels, including former FDA commissioners, CDC directors, and U.S. surgeon generals; former U.S. secretaries of Education, Homeland Security and Health and Human Services; leading public health experts and institutions that span the country; the Business Roundtable, National Association of Manufacturers and U.S. Chamber of Commerce; the NAACP, UnidosUS and the National Congress of American Indians; the Skoll Foundation, The Allstate Foundation and The Rockefeller Foundation; and associations representing those on the front lines, from the American Public Health Association and Association of State and Territorial Health Officials to the Council of Chief State School Officers and the Council of the Great City Schools. Tim Shriver is Chairman of UNITE.

To learn more, visit, and follow the COVID Collaborative on Twitter and LinkedIn.