May 18, 2021 The Newspaper Serving LGBT Los Angeles

WeHo Launches “Masks Are…” PSA

The City of West Hollywood has had a mandatory face-covering requirement in effect since late May 2020 and has been promoting a Cover That Face, Maintain Your Space message with its campaign of the same name, featuring graphics with brightly colored green, blue, and violet backgrounds and a diverse collection of illustrated characters embracing safe, responsible behaviors. Street banners and signs remain on display on lamp poles and public medians throughout the City of West Hollywood along commercial corridors.

Despite awareness-raising, regulations, and enforcement efforts, as the State of California and the Los Angeles County Department of Public Health progressively provide additional opportunities for limited re-openings in certain sectors with protocols for safety and sanitation, more people are out in public and some community members remain resistant to public health recommendations for wearing masks to protect others.

To reach “The Invincibles,” a population of 18- to 29-year-olds, the City is launching a social media-based video series of 15-second videos called “Masks Are … ” with each video carrying the blunt message: “Wear a F*****g Mask!” The series is being launched with four short PSA videos on the City’s WeHoTV YouTube Channel. 

Additional videos will be uploaded and promoted as they are produced. The video series is intentionally edgy in nature and each video is optimized to capture the attention of its target audience and promote social media sharing.

While substantial progress has been made in reducing the transmission of the Corona-virus in Los Angeles County, local health officials remain concerned about the potential for a rise in positive infections and hospitalizations in the months ahead. Officials at the Los Angeles County Department of Public Health are concerned that people, such as those aged 18-29 who are not exhibiting symptoms, may unknowingly infect others including parents, grandparents, and friends and family who have underlying health conditions and who are at greater risk for serious illness and death.

The City of West Hollywood is making every effort to respond to community needs during the Corona-virus public health emergency. Maintaining the health and safety of community members in West Hollywood is one of the City’s top priorities.

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