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Mask Up America

“Mask Up America”

National mask-wearing PSA campaign launched July 16, 2020 by New York State with the Ad Council: eight TV PSAs directed by Kathryn Bigelow and produced by Jane Rosenthal (Tribeca), featuring celebrities such as Morgan Freeman and Jeffrey Wright. A February 2021 Ad Council/CDC/WarnerMedia PSA put masks on Warner Bros. film characters.

Years
2020
Country
United States
Topic
Infectious disease
Asks people to
Start
Strategy
Simple instructionTestimonial
Channel
Social (organic)Social (paid)TV
Audience
General public

Evidence

NoneUnknown

Sponsor (who paid)

  • Ad Council Ad Council (pro bono), campaign producer / distribution
  • New York State (Office of the Governor) State local government, partner/sponsor
  • Centers for Disease Control and Prevention (CDC) Federal government, partner (2021 PSA)
  • WarnerMedia Industry, partner (2021 PSA)

Credits (who made it)

Executions (individual ads)

Related campaigns

Sources

  1. Governor Cuomo launches national 'Mask Up America' campaign (NY Governor's Office) sponsor · 2020
  2. Ad Council, CDC and WarnerMedia launch national PSA to encourage Americans to continue to mask up (Ad Council) sponsor · 2021

Research notes

Credits checked 2026-10-22 against fetched pages: TBWA\Chiat\Day New York, Kathryn Bigelow, Tribeca/Jane Rosenthal (NY Governor release, 16 Jul 2020, read via Wayback: Rosenthal produced the spots with Bigelow; TBWA\Chiat\Day New York 'assisted with the logo and branding development'); d expósito & Partners (agency's Agency Compile case page: 'Mask vs Virus' Lucha Libre PSA with the Ad Council). TBWA\Chiat\Day recorded as branding. The agency page does not say whether d expósito's spot was commissioned or adopted. endYear unknown (likely 2021). Links (#82) checked 2026-10-23: Ad Council pages from the Wayback Machine (adcouncil.org's old campaign pages), the Our History timeline or its case studies; dead campaign sites point to a Wayback copy from the campaign years.

Record cases/mask-up-america.json, updated 2026-10-23· Link to this campaign