As COVID-19 cases increase in the US, New York Governor Andrew M. Cuomo is launching a national “Mask Up America” ad campaign produced by Tribeca Enterprises CEO Jane Rosenthal and directed by Kathryn Bigelow with Robert De Niro, Kaitlyn Dever, Jamie Foxx, Morgan Freeman, John Leguizamo, Anthony Mackie, Rosie Perez, Ellen Pompeo and Jeffrey Wright.
The campaign includes a series of eight public service television announcements, the first two available today. All public service announcements will be available in association with the Ad Council for use by broadcast and digital media. Public service announcements will be broadcast in the time and space of donated media across the country.
New York was once an epicenter of the global coronavirus pandemic, but it kept its numbers in check and is now well ahead of much of the nation in the fight against the virus. Cuomo projects a sense of urgency on a daily basis that traveling from other states, or a sense of complacency among New Yorkers, could send the state’s numbers back.
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“New Yorkers suffered badly when this pandemic hit our state and when we see other states fighting COVID-19 surge, we want to make sure that all Americans know what we know here: that wearing a mask is essential to protect one by another, “said Cuomo. “We can only beat this virus if we are united as one, not divided by ideology or politics. In that spirit, we work with the best and most creative team to deliver this vital message in multiple ways and in different voices: I wear a mask to protect you and you wear a mask to protect me. It’s as simple as that. Mask Up America. “
The governor unveiled the campaign in his daily briefing and press release on Thursday.
The actors, according to the statement, “used their voices and talent to promote the message and raise awareness,” he said. Creative agency TBWA Chiat Day New York assisted with logo and brand development.
The eight 30-second television commercials, to be released throughout the month of July, include:
- “You have my respect”
- “Join the battle”
- “Go Americ”
- “For the love of”
- “An easy lift”
- “Face the facts”
- “It’s your turn”
- “Show a little love”
Several of the announcements will be available in both English and Spanish, and will also be available for radio.
