Capitol Fax.com - Your Illinois News Radar » *** UPDATED x1 *** Pritzker launches new $5 million “It only works if you wear it” campaign
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*** UPDATED x1 *** Pritzker launches new $5 million “It only works if you wear it” campaign

Monday, Aug 3, 2020

* Press release…

Governor JB Pritzker launched a new $5 million awareness campaign today to encourage Illinois residents to wear a face covering every time they’re in public — because it only works if you wear it. Following the data-driven approach that has guided Illinois’ coronavirus response, the campaign uses local information to advertise on broadcast and cable television, radio, billboards and social media to the communities with the greatest risk from COVID-19.

The Governor launched the campaign from the State Emergency Operations Center in Springfield with those who are helping to lead the state’s response: Dr. Ngozi Ezike, Director of the Illinois Department of Public Health, and Alicia Tate-Nadeau, Director of the Illinois Emergency Management Agency. As of Friday, 11 counties have now reached IDPH’s “warning level” for virus spread, including here in Sangamon County.

“I’m proud to launch a new public awareness campaign today that has a straightforward message for Illinoisans: A mask is like anything that keeps us safe. It only works if you wear it,” said Governor JB Pritzker. “We’ve made so much progress since the beginning of this pandemic. Let’s protect that progress. This is our moment to pull together as families, friends and neighbors. We’re all safer and stronger when we go all in, Illinois.”

“This campaign connects the dots between daily actions we take to keep ourselves safe and one the best things we can do to fight COVID-19: wearing a mask,” said IDPH Director Dr. Ngozi Ezike. When you get in a car, you buckle your seatbelt to protect yourself in case you get into an accident. When you play football or ride your bike, you put on a helmet to reduce your risk of seriously injuring your head or brain. When you’re on the water, you put on a life jacket so you don’t drown. And when you’re in the bedroom, you use a condom to protect against STIs. A mask is no different. It only works when you wear it.”

“Governor Pritzker, Dr. Ezike and I spend each and every day poring over the numbers, making decisions to keep people safe and planning for what’s ahead,” said IEMA Director Alicia Tate-Nadeau. “If we continue on the track we’re on, we’ll need to look at bringing back some restrictions that we’ve seen over the last few months. Nobody wants that. We haven’t seen enough people wearing face coverings and following the rule we put in place on May 1. If more people do their part by wearing a mask in public, we can move forward, not backward. Let’s go all in, Illinois.”

Governor Pritzker introduced Illinois’ mask-wearing requirement on May 1, the same day Illinois moved into Phase 2, and called for a national mask mandate during testimony before the U.S. House of Representatives on July 8.

Building on decades of public health campaigns that have helped the public adopt safety precautions as daily practices, the campaign reminds Illinoisans that wearing a mask is just like wearing a seatbelt, a helmet or lifejacket, tools used every day to prevent serious injury or even death. Research has found that highlighting these commonsense comparisons is the most effective messaging to change behavior and increase mask usage. Research also demonstrates that wearing a face covering is one of the most effective ways of decreasing the spread of the virus, and new research indicates it could also provide important protection to the wearer.

The $5 million campaign will reach residents statewide in both English and Spanish through a variety of traditional and online media channels, including broadcast, cable and connected TV; streaming audio and radio; billboards; digital display and video; and social media. Like other coronavirus-related expenses, costs are reimbursable by the federal government.

To view or download the videos, audio and images, CLICK HERE.

Driven by real-time data, the awareness effort will respond to the latest trends in cases and mobility at the county level, following the evolving on-the-ground conditions in communities across the state. For example, if both cases and mobility are high in a county, platforms in that county would receive the maximum amount of funding, while counties with lower cases and mobility would receive baseline funding. The funding model was built to ensure all counties have ample coverage of this vital public health messaging.

‘It only works if you wear it’ was developed by Illinois-based ad agency OKRP, directed by world-renowned photographer Sandro and produced with SAG-AFTRA talent. The campaign is supported by TimeZoneOne and Spurrier Group and guided by data insights from the state’s COVID-19 modeling team and Civis Analytics.

Click the link, take a look around and tell us what you think.

*** UPDATE *** I do love this country…


- Posted by Rich Miller        

12 Comments
  1. - Chatham Resident - Monday, Aug 3, 20 @ 11:20 am:

    “It only works if you wear it–AND it Covers Your Nose.”


  2. - Gus Avacados - Monday, Aug 3, 20 @ 11:39 am:

    It sad when you have to $5 million to promote basic health science during a pandemic.


  3. - Altgelds Ghost - Monday, Aug 3, 20 @ 11:47 am:

    Without addressing the need for the mask to cover the mouth and nose, this is a fail.


  4. - Dotnonymous - Monday, Aug 3, 20 @ 12:03 pm:

    I’ve seen several people fail to successfully cover their nose with a simple device…which led me to wonder if they could navigate the complexity of simple contraceptive devices?


  5. - Club J - Monday, Aug 3, 20 @ 12:21 pm:

    So is anyone taking bets when Bailey and DeVore will come out with a press conference and lawsuit against this promotion taking away everyone freedoms? They both bark about it everyday to their masses. DeVore is soliciting for parents in more school districts to stop their mask mandates. Just waiting for Pritzker to fall on his face.


  6. - Back to the Future - Monday, Aug 3, 20 @ 12:52 pm:

    Like the seatbelt and helmet comparisons. Not sure this type of campaign is worth spending $5 million dollars on, but overspending is not the problem- - the virus is the problem.
    It does seem more and more people are wearing masks and people who are more vulnerable are staying inside or practicing social distancing.


  7. - Soccermom - Monday, Aug 3, 20 @ 12:57 pm:

    Michigan has a good campaign going: “Stay safe to stay open.” Makes it clear that you’re wearing the mask to support local businesses, not to kowtow to the nanny state


  8. - Captain Obvious - Monday, Aug 3, 20 @ 1:42 pm:

    This is 5 million wasted dollars. Unless you live in a cave with no access to the rest of the world, you know you should be wearing a mask. Those willing to wear masks already are and those who are not are highly unlikely to be convinced they should. Since there is no corresponding enforcement hammer as there was in the case of seatbelt use, this campaign will do little to increase mask usage.


  9. - lake county democrat - Monday, Aug 3, 20 @ 1:49 pm:

    What Captain Obvious said - masks are only as good as you wear them, laws are only as good as you enforce them.

    Pritzker’s earned good will is starting to run out with me - enough of the preaching: if you truly believe wide noncompliance with the mask mandate is killing legions of people, tell the legislature to pass a bill with teeth.


  10. - Rich Miller - Monday, Aug 3, 20 @ 2:00 pm:

    ===Those willing to wear masks already are===

    Not necessarily. I accidentally left my mask at home the other day. I usually carry an extra in my car, but didn’t have one. This is the sort of behavior they’re trying to address.


  11. - don the legend - Monday, Aug 3, 20 @ 2:38 pm:

    to the update: The design is nice but I don’t like to drink my wine with a straw.


  12. - Dotnonymous - Monday, Aug 3, 20 @ 2:40 pm:

    I believe many people express passive aggressiveness through their open noses…childishly.


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