Description of project 

A bi-lingual public service announcement aimed at informing the community of proper COVID-19 face covering technique in a fun and encouraging way.  

How being used?  

Public Service Announcement.  

Which apps used?  

Adobe Premiere Pro 

Adobe After Effects 

Adobe Illustrator

- The back story: 

In early 2020, COVID-19 cases and deaths were on the rise and Marin County joined forces with neighboring counties to implement a novel face covering mandate two months before the State of California did the same. The community was already experiencing message saturation regarding COVID-19 do’s and don’ts, and lots of misunderstanding about the new “rules,” so we needed engaging and relatable visuals that would transcend the general State of California pandemic messaging and provide clarity and direction to our own community.   

While Marin County was quick to adopt the masking mandate, it was clear not everyone understood how to mask correctly.  The goal was to create a piece that was fun and friendly to help provide the corrective education without being condescending or shaming.  

Given the wide variety of face covering options, the in-house team drafted a script focused on making face coverings an everyday fashion accessory with wearing them correctly as the latest trend. Leveraging in-house voice and graphic design talent helped this piece be both an effective and affordable way to reach the community in English and Spanish.  

 
- Impact: 

The video was circulated on social media, targeting younger audiences where the rates of non-compliance were being observed.  The video received positive comments that reinforced the messaging in the video (e.g., acknowledging ways not to wear a mask), which supports our objective of providing clarity on how to wear a mask properly without shaming.  Overall, observed non-compliance shrank and several community-based organizations shared the video as well.  

  
- Experience:  

The “Mask up, Marin” delivered an important message in a quick and easy to understand format.  Special consideration was taken in designing the animation to reflect the diversity of the community, so viewers of every background could see themselves represented in the piece.  With most COVID-19 educational videos in live action format, the animated approach helped the video rise above the noise.  

Met objectives: 

A quick, easy to understand, fun and cleaver video: check!  Based on comments shared on social media and among community-based organizations, the video was successful in sharing a corrective way without shaming the audience.  

IN-HOUSE CREDITS:  

Graphics: Myisha Hogan 

Editing: Andrew Logan Haskins 

Script and Voiceover: Laine Hendricks