#Masking For A Friend
Stay home to slow the spread of COVID-19.

Our first masking campaign was designed to increase the share of people in the United States who wore cloth face coverings in public. The campaign asked, “Who are you masking for?” Content also encouraged other protective measures, such as social distancing and handwashing.

The campaign worked with an initial set of American influencers, including actors Annie Potts and Sophia Bush and former office holders Hillary Rodham Clinton and Arnold Schwarzenegger. They helped create a groundswell of citizen support and pave the way for additional influencers to join. As momentum continued, we strategically engaged other trusted individuals to reach specific target audiences (i.e., Black and conservative communities).

#MaskingForAFriend joined other mask-wearing campaigns in increasing in mask-wearing from 55% of the U.S. population in mid-April to 89% in late June, according to publicly available surveys.

The campaign

Celebrities and individuals from across the world joined joined forces to show their support for this campaign and remind everyone that when you cover your face when you have to go out in public, you are protecting those around you. You are #MaskingForAFriend!

Featured Campaign

South Africa

In South Africa food shortages and the inability to enact physical distancing is exacerbating COVID-19 response challenges. Official public health messages and recommendations are not always being received by the people who need them the most.