To support Black Americans who have been disproportionately impacted by the Coronavirus, the Ad Council, the Centers for Disease Control and Prevention, the CDC Foundation, and U.S. Department of Health and Human Services are launching a national campaign, “You Will See Me,” to inspire and empower Black Americans to wear face masks to help stop the spread of the virus. Created by 3AM, a division of Los Angeles based entertainment agency Wild Card Creative Group, this integrated platform features prominent Black celebrities sharing their stories to encourage everyone to see the real person behind their face mask.
Data shows Black Americans are affected by COVID-19 at higher rates due to systemic healthcare, economic, and social inequalities. Across the U.S., Black and Latino residents are three times as likely to be infected as their white neighbors, according to new CDC data which provides detailed characteristics of 640,000 infections detected in nearly 1,000 U.S. counties. Additionally, recent CDC data shows that Black and Latino people are nearly two times more likely to die from the virus as white people.1
According to medical experts, wearing a face mask is among the most important actions an individual can take to help stop the spread of COVID-19. A study released by the CDC in mid-July found that wearing face masks has significantly decreased the propensity to spread the virus.2 The percentage of Black Americans who report wearing a mask at all times when leaving their homes is 16% higher than the percentage of all Americans wearing a face mask at all times (79% compared to 63%).3
Martin Luther King III, along with his wife Arndrea Waters King and their daughter Yolanda Renee King, are serving as community campaign ambassadors and spokespeople. “You have the power to protect your health and the health of your family, friends and community. You will see me wearing a mask,” said Martin Luther King III. “We have a responsibility to each other. Wear a mask, it could save a life.”
“Longstanding systemic inequities continue to put Black Americans among those who are most severely affected by this virus,” said Leandris Liburd, PhD, MPH, MA, Associate Director of CDC’s Office of Minority Health and Health Equity. “At this critical time in the pandemic, it is important that more Black Americans wear a face mask to help stop the spread of this virus in communities.”
The PSAs will be available for broadcast and digital media. Celebrities inspiring others to wear face masks include Academy Award winning actress Viola Davis, World Champion Simone Biles, The Roots members Questlove and Black Thought, Sports TV personality Stephen A. Smith, TV personality Lala Anthony, gospel singer Kirk Franklin, hip hop artist Lecrae, actor Al Shearer, actor Marcus Scribner, actor Deon Cole, and former NY Giants wide receiver Victor Cruz.
“So many healthcare professionals and medical experts have been courageous in doing their part to help treat and manage the spread of the Coronavirus and I encourage all of us to follow their lead and do our part by wearing a mask,” said World Champion Simone Biles. “Together, we can help make a significant difference within our communities and inspire our families and loved ones to do the same.”
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