GCOA and Pfizer Global Medical Grants launched a $1 million grant program to improve uptake of vaccines among Japanese older adults. The Vaccines for All: Longevity Unleashed for Everyone (VALUE) initiative will support, advance, and validate quality improvement strategies that measurably increase the number of older adults in Japan who are immunized against at least one targeted vaccine-preventable disease. Following a competitive application and review process by an Expert Review Panel, the VALUE Initiative awarded grants to three winning organizations: Keio University, the Health and Global Policy Institute, and the International Longevity Centre-UK. The pilot projects aim to increase vaccine use among Japanese older adults and to better understand vaccine hesitancy in the Japanese context. Results of the pilot projects will be published towards the end of 2021.