Gov. J.B. Pritzker launched a new public awareness campaign to encourage Illinois residents to wear a face covering every time they’re in public with the slogan “It Only Works If You Wear It.”
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.
As of Friday, July 31, 11 counties have now reached “warning level” for virus spread set by the Illinois Department of Public Health.
“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,” Pritzker said. “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 of 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.”
Wearing face coverings in public has been required in Illinois since Pritzker issued an executive order that went into effect May 1.
Pritzker said he prefers education to penalties, but noted that fines at a local level would be appropriate in cases where people refuse to wear a mask in public settings after receiving multiple reminders.
“Government action isn’t the only answer” to fighting the virus, Pritzker said. “It’s not enough by itself. We also need residents to take this seriously and protect themselves.”
Research has found that highlighting the commonsense comparisons is the most effective messaging to change behavior and increase mask usage, according to state officials.
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.
Pritzker acknowledged that “some people are never going to get the message,” but said those people are putting themselves and their families and friends at greater risk of infection.
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.
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.