Cover for Each Other.

- New Zealand Government -

Masks are crucial protective tools in the fight against COVID-19.

But its’ a huge ask – especially for those that use public transport or work in places where they often have to wear one.

Most people understand that they keep us safe, they aren’t always complying. They needed a more compelling reason that wasn’t about protecting themselves.

Our insight came from Epidemiologists. They know that wearing a mask is less about protecting yourself, than it is about protecting others.

‘Cover for each other’ turns a selfish act (that you could take or leave), into a powerful act of social cohesion that makes you feel good about your daily sacrifice, instead of impinged by it.