The PSA
FOX, FLU
The PSA (which can be viewed at Knowing that many users might opt to stop the PSA from playing as soon as possible, it was imperative that news of Trump’s endorsement occur immediately. Within the first 3 s of our ad, the Fox 13 Utah anchor says, “Donald Trump is urging all Americans to get the COVID-19 vaccine.” The rest of the PSA unfolds as follows:1) Seconds 4 to 12: Donald Trump speaking on phone interview on Fox News with Bartiromo, while Bartiromo nods in agreement: “I would—I would recommend it, and I would recommend it to a lot of people that don’t want to get it, and a lot of those people voted for me, frankly.”2) Seconds 13 to 19: Fox 13 News Utah anchor, with footage of the Trumps at White House: “Both Trump and former First Lady Melania Trump did receive their vaccines privately in January at the White House.”3) Seconds 20 to 23: Screen text quote from Ivanka Trump, with still shot of her getting the vaccine: “Today I got the shot. I hope you do too.”4) Seconds 24 to 27: Black screen with white print: “Your vaccine is waiting for you.”Our choice of wording for this final frame was driven by evidence that, for flu vaccines, patients are most responsive to framing suggesting that a vaccine is reserved for them (The specific YouTube setting we adopted required users to watch the first 5 s of the PSA before being allowed to skip. Hence, viewers, even if only involuntarily, heard that Trump was urging all Americans to get the vaccine. A screenshot taken at 2 s into the ad appears in 