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As COVID-19 Infections Hit 100 Million People Worldwide, Manufacturers Launch Counterassault

“This Is Our Shot” Seeks to Boost COVID-19 Vaccine Acceptance

Washington, D.C. – As worldwide cases of COVID-19 reached a sobering new milestone of 100 million people, the National Association of Manufacturers and The Manufacturing Institute—the workforce development and education partner of the NAM—are launching a new project taking direct aim at vaccine hesitancy and stopping the virus in its tracks by convincing more Americans to prepare to receive the COVID-19 vaccine. This project follows the NAM’s nearly year-long campaign imploring Americans to follow CDC guidelines, such as wearing a mask and social distancing.

The project, called “This Is Our Shot,” seeks to boost COVID-19 vaccine acceptance among manufacturing team members, their families and their communities through a multifaceted national campaign. With another grave milestone breached and the virus mutating, the country’s response and recovery is depending on manufacturing workers more than ever.

As part of the launch, the NAM released “I Love Frank,” a public service announcement highlighting why manufacturers are rolling up their sleeves to get a COVID-19 vaccine: to protect their family, coworkers and the people they love. The PSA will run across various social media and digital platforms and is the first in a series that will be released in 2021.

“One hundred million people have now been impacted by this horrible disease. Asking all Americans to roll up their sleeves and get vaccinated against COVID-19 is a pivotal step toward stopping this upward trend, putting millions of people back to work and eradicating this virus. That’s why today the National Association of Manufacturers and The Manufacturing Institute launched ‘This is Our Shot,’ to get more people armed against COVID-19 and to protect the people we care about,” said NAM President and CEO Jay Timmons.

“This project builds on our months of work advocating the use of face masks and other smart health measures to protect all Americans as we continue to share our insights with the Biden administration and state officials to help defeat COVID-19. Now is our opportunity as a country to end this pandemic. Our future depends on all of us rolling up our sleeves and getting armed against COVID-19.”


The project, live at, includes six main components: (1) science-based messaging research; (2) emergency industry convening and education, such as webinars; (3) an online vaccine information hub; (4) a PSA campaign; (5) a Yellow and Red Ribbon initiative (for vaccinated individuals to show their peers they’re a part of the fight); and (6) a rapid response media and digital campaign. Resources available at will be updated regularly, providing the latest information and tools for vaccine outreach and access.


The National Association of Manufacturers is the largest manufacturing association in the United States, representing small and large manufacturers in every industrial sector and in all 50 states. Manufacturing employs more than 12.3 million men and women, contributes $2.32 trillion to the U.S. economy annually and has the largest economic multiplier of any major sector and accounts for 63% of private-sector research and development. The NAM is the powerful voice of the manufacturing community and the leading advocate for a policy agenda that helps manufacturers compete in the global economy and create jobs across the United States. For more information about the NAM or to follow us on Twitter and Facebook, please visit

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