“Put A Mask On It”!—Do It For The Culture

I was attending Downtown Partnership’s virtual annual meeting. It was so nice to see familiar faces pop in and out of breakout rooms and photo galleries. As I was clicking around, with no real destination in mind, I found myself face-to-face with the first African American woman to hold the position of Baltimore’s Health Commissioner, Dr. Letitia Dzirasa. She’s a quiet force who is shouldering a great weight with the recent resurgence of COVID-19 cases in Maryland.

Yesterday, Maryland Governor Larry Hogan held a press briefing announcing new COVID restrictions. Those who have been following the turmoil raged by COVID were not surprised, and we expected a tense and direct urging to residents to “wear the damn mask.” But what I wasn’t ready for was the grave reality.

“Maryland COVID deaths have reached 4,186; that is higher than car accidents, gun violence and the flu combined.” 

I’m from Baltimore City, one of the largest major urban cities in America. It is impossible to hear a stat of that magnitude and not cringe.

I recalled my conversation with the Health Commissioner that night. She shared that a challenge the Health Department is facing is reaching the age group of 20 to 29 years old. It is clear by their parties and bar hopping that they do not understand the seriousness of this virus.

As a marketer and problem solver, my brain started spinning.

It’s easy to label this group as “irresponsible, selfish, or reckless.” But, as in life, every challenge looks different when you take a step back. COVID-19 is disproportionately affecting Black and  Brown people, but we fail to address the systemic issues within our communities that make it difficult to reach them where they are.

I’m a Black woman born and raised in Sandtown-Winchester, a community in Baltimore where residents have been over-policed, overlooked, and under-resourced since the “White Flight” of the early ’70s.

We are talking about a group of people, specifically Black men, who have been profiled simply because they’re wearing a hoodie. And, as a cultural group, we are well aware that our black skin actively strikes a visceral fear in the hearts of white people. 

I was speaking with a resident in East Baltimore, and she shared that earlier this year, as the world was reeling from the pandemic, the convenience store on her corner, which is owned by Asian Americans, placed a sign prominently on their door that read, “Can Not Enter With A Mask!” 

Sometimes a change in perspective is what we need to make the impossible possible. 

Do you remember when you were 16 years old, or how about when you were in your early 20s? It’s a stage of invincibility, right?! You're young. You’re horny. You’re checking for the guys. You’re trying to get with the girls.

Longitudinal neuroimaging studies demonstrate that the adolescent brain continues to mature well into the 20s. In the brain’s frontal lobe, new links are still forming at age 30, if not beyond. So, where a 40-year-old mother of three boys may look at quarantining as an opportunity for growth, rest and self-care...that’s not sexy in the least to most 20-year-olds. 

Look, in no way do I condone “not wearing a mask.” What I am saying is, “The current measures we are taking to reach the demographic that is spreading the virus will not be heeded if done only by the Health Commissioner, the Mayor, or President (definitely not the President). They need to hear the message from the people who they idolize, look up to and emulate.”

Imagine a public health campaign that included every actor from the Avengers wearing a face mask, LeBron James telling young men to “mask up,” or every popular gamer wearing face masks in their videos. Ok, well how about a campaign that promotes a “Sexiest Masked-Man Alive” calendar (emphasis on “alive”). Or, how about “Put A Mask On It,” a campaign where Beyonce’s apparel company, Ivy Park, produces and distributes free fashionable face masks. 

It may sound like a “big” dream, but now is the time for our celebrities, actors, musicians, and the entire influencer elite to do what they do best: Influence. Hate it or love it, it is only through the heroes of the demographic "spreading the virus" that we will be able to reach them. 

COVID-19 is a national health crisis, and America needs a “big” public health marketing campaign...yesterday.