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Statewide Campaign to Promote Mask Use

Statewide Campaign to Promote Mask Use

Governor Doug Ducey has launched a statewide campaign developed in partnership with top Arizona advertising and public relations firms to promote the use of masks and other important precautions to contain the spread of COVID-19. This first-of-its-kind collaboration will feature creative concepts in English and Spanish developed by Arizona’s leaders in advertising supported by $3 million from the Governor’s Office for distribution across media platforms statewide. The campaign features a variety of creative concepts developed by: Highnoon, LaneTerralever, LAVIDGE, RIESTER, R&R Partners, OH Partners and Off Madison Ave. Communications support is being provided by Urias Communications and HMA Public Relations.

“Arizonans can help contain the spread of COVID-19 by taking the precautions we know work, like wearing a mask and practicing physical distancing,” said Governor Ducey. “Our purpose is to get this message out to all Arizonans. We are proud to come together with our partners in the private sector to stress the importance of these practices as we continue to fight COVID-19.”

The content developed as part of the collaboration will run across media platforms for an initial eight week period, with new concepts being released over the course of the campaign. Samples of creative content from each campaign will be featured on as they are released.

“Although our businesses have competed for decades — our families, neighbors and communities come first,” said Tim Riester, founder and CEO of RIESTER. “That’s why for the first time in history, the top advertising companies in Arizona have come together, collaborated with the Governor’s Office and donated our services in an effort to motivate healthy behaviors that will help protect Arizonans from the Coronavirus.”

Urias Communications
“Masks and social distancing are our only weapons against COVID. It is an honor to collaborate with the top creatives in the state on an awareness campaign to reduce the spread of a virus that disproportionately affects communities of color,” said Lisa Urias, founder and CEO of Urias Communications. “As a multicultural public relations and advertising agency we are committed to producing work that resonates, informs and empowers our communities. This public health effort is no exception.”

HMA Public Relations
“The communications industry in Arizona is a close-knit one. And we have all been impacted by COVID-19,” said Scott Hanson, president of HMA Public Relations. “Our team is proud to join with our colleagues in this collaborative effort.”

“Challenging times call for bold visions and this agency collaboration is just one example of how we can all affect change when we put aside agendas to collaborate for the greater good of our communities,” says Scott Kaufmann, managing partner at Highnoon. “With a common goal to get back to ‘normal’ as soon as possible, we hope that fellow Arizonans will take heed of this message because small changes can truly lead to impactful outcomes.”

Off Madison Ave
“This initiative has been a catalyst for creative thinking and has united the advertising community to work together for the good of the state,” said Roger Hurni, Partner and Chief Creative Officer of Off Madison Ave. “Collectively — as both businesses and citizens — our goal is to educate and motivate our fellow Arizonans to ‘Mask Up’ to ensure the health of our communities and to restore the economic strength of Arizona.”

OH Partners
“Anytime the advertising community has an opportunity to come together, especially in a time of crisis, is an incredible experience,” said Scott Harkey, Founder and Managing Partner of OH Partners. “We are honored to have the opportunity to use our talents and expertise to help support the health and safety of our community members.”

“COVID-19 is having deep and long-lasting impacts on all aspects of Arizona life. As an agency, we care deeply about the community that has supported us over the years,” said Beau Lane, Chairman of LaneTerralever. “That’s why we’re happy to answer Governor Ducey’s call and partner with other top Phoenix advertising agencies to get the word out, and raise awareness about an issue that impacts our community.”

“As we adapt every day to a reality that just months ago would seem unimaginable, LAVIDGE proudly joins the Governor’s Office and our creative peers in this mission-critical public education campaign to halt the spread of COVID-19,” said Bill Lavidge, CEO of LAVIDGE. “Masks are imperative to keeping Arizonans protected, healthy and strong.” 

R&R Partners
“’We’re all in this together’ is not a new concept to R&R or any other Arizona agency involved in this critically important effort,” said Matt Mason, Chief Strategic Officer of R&R Partners. “One thing we have always cherished about our professional community is a shared passion for creating impactful work that can truly improve the lives of everyone who calls Arizona home. There’s no better – or important – example than this effort and we are proud and humbled that Governor Ducey asked us to be a part of it.”

Arizonans can take the following precautions to mitigate the spread of COVID-19:

• Stay home when you are sick.
• Wear a mask every time you are in public, even if you do not feel sick.
• Physically distance by staying at least six feet away from others who are not in your household when you are in public.
• Avoid gatherings of more than 10 people.
• Arizonans at higher risk for severe illness should continue to stay at home and avoid crowded public spaces. People at higher risk for severe illness include adults 65 or older and people of any age who have serious underlying medical conditions.
• Wash your hands often with soap and water for at least 20 seconds. If soap and water are not available, use an alcohol-based hand sanitizer that contains at least 60% alcohol.
• Avoid touching your eyes, nose, and mouth with unwashed hands.
• Cover your cough or sneeze with a tissue or your sleeve (not your hands) and immediately throw the tissue in the trash.
• Clean and disinfect frequently touched objects and surfaces.

The Arizona 100 reports

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