THE MASK
VS THE VIRUS
Ad Council PSA
TV
Film
Digital
Services
Soon after the COVID-19 pandemic began impacting the U.S., several news outlets reported that Hispanics and African Americans were being impacted in significantly greater ways than other groups.
However, there was very little health guidance
And virtually no PSAs airing in Spanish-language media.
We created this campaign, leveraging the popular sport of Lucha Libre (Mexican wrestling), where competitors wear masks to hide their true identity and the loser has to remove his/her mask.
This PSA campaign emphasized the fact that not wearing a mask would contribute to everyone losing the fight against COVID-19. We produced this campaign in collaboration with the Ad Council, and it aired nationwide, across 156 DMAs, including the top 10 in total population. While the campaign idea was inspired by Hispanic culture, the campaign crossed over and aired as much in general English channels as it did in Hispanic-targeted ones.
The TV PSAs aired on several broadcast and cable networks, including Univision, Telemundo, NBC, CNN, CNN En Español, EstrellaTV, and Discovery En Español. Additionally,
205 TV stations across 156 DMAs aired the PSAs, including all top 10 DMAs
