Is humor the answer for getting consumers to wear a mask?

Convincing people to wear a mask has proved difficult for communicators in the U.S.

It didn’t help that government experts dithered and cast doubt on the efficacy of masks in the early stages of the pandemic , a decision based on incomplete information and a lack of understanding about the prevalence of COVID-19. Now, experts say that wearing a mask is one of the best things Americans can do to limit the novel coronavirus’ spread.

But how can communicators convince skeptical audiences? Even if you write off the customers who throw a tantrum in the checkout line at Costco, there are plenty of people who just haven’t been convinced that wearing a mask is an effective and essential action to take when going out in public.

Would another approach work? Beber Silverstein Group in Miami, Florida, is willing to try.

Christine Bucan, an executive vice president at the agency, explains how her team came up with the idea for a campaign it’s calling “Boca Sucia.”