As survey shows which Michiganders won’t wear masks, state launches new campaign

Litter on the beach

A COVID-19 face mask is littered on a dune trail near the Little Sable Lighthouse at Silver Lake State Park in Oceana County, June 26, 2020. (Garret Ellison | MLive)

Michigan is launching a new campaign to encourage mask wearing using data from a July survey showing 72% of residents said they always wear a mask in public.

The campaign, called “Spread Hope, Not COVID,” includes TV and radio ads, billboards, social media videos and more to spread its message. The $5 million campaign is paid for by Coronavirus Aid, Relief, and Economic Security Act funding from Congress.

The campaign’s message is, it’s the virus taking away Michiganders' freedoms – not politicians – and following precautions like masking and social distancing will help the state return to normal faster.

One TV ad shows empty spaces – like theaters, stadiums, bars, schools and weddings – with audio in the background of what those venues would sound like under normal times.

“This is just an intermission. Halftime,” the narrator says. “Hope is setting the stage for our comeback.”

Messaging in the campaign was influenced by the July survey of 2,047 Michiganders age 18 and older.

It sought to find which demographics were the hardest to motivate to mask up and which messages might be most effective in convincing them. More research is underway to measure the changes in attitudes and behavior over time.

The survey found Black residents said they always wear a mask 81% of the time, compared to 69% for all other groups. People in metro Detroit were most likely to wear a mask, while all other geographic regions were matched in their responses.

For age groups, baby boomers were much more likely to wear masks while Generation Xers were much less likely to mask up. Women were also more likely to wear a mask than men.

Among people who said they don’t wear a mask, many said there’s no proof they work and it’s their “right to decide.” The campaign targets those attitudes by citing health data of mask wearing and reframing the “rights” issue.

The ads frequently tout the statistic that wearing a mask can reduce the spread of COVID-19 by 70%.

“While some of the actions we must take are personally uncomfortable and inconvenient, there is broad consensus that they will contain COVID-19 cases to levels that will enable us to safely reopen our economy, our schools and other institutions – and keep them open,” Gov. Gretchen Whitmer said in the news release.

One of the TV ads highlights a veteran from the U.S. Marine Corps named “William,” where he says he wears a mask to exercise his right to do what’s best for his country.

“To regain my freedom and to protect yours, I choose to wear a mask,” William says.

Michigan’s mask mandate also plays a role. Among people who never or sometimes wear a mask, the top motivator to wear one is “being denied entry/service for not wearing a mask," per the survey.

Besides advertising, the “Spread Hope, Not COVID” campaign is also working with state and local associations, business groups, schools, health care provider groups and others to spread the message.

COVID-19 PREVENTION TIPS

In addition to washing hands regularly and not touching your face, officials recommend practicing social distancing, assuming anyone may be carrying the virus.

Health officials say you should be staying at least 6 feet away from others and working from home, if possible.

Use disinfecting wipes or disinfecting spray cleaners on frequently-touched surfaces in your home (door handles, faucets, countertops) and carry hand sanitizer with you when you go into places like stores.

Michigan Gov. Gretchen Whitmer has also issued executive orders requiring people to wear face coverings over their mouth and nose while in public indoor and crowded outdoor spaces. See an explanation of what that means here.

Additional information is available at Michigan.gov/Coronavirus and CDC.gov/Coronavirus.

For more data on COVID-19 in Michigan, visit https://www.mlive.com/coronavirus/data/.

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