(photo courtesy of the city of West Hollywood)

The city of West Hollywood has had a mandatory face-covering requirement in effect since late May and has been promoting a “Cover That Face, Maintain Your Space” message with its campaign of the same name, featuring graphics with brightly colored green, blue and violet backgrounds and a diverse collection of illustrated characters embracing safe, responsible behaviors. Street banners and signs remain on display on lamp poles and public medians throughout the city of West Hollywood along commercial corridors.

Despite awareness-raising, regulations and enforcement efforts, some community members remain resistant to public health recommendations for wearing masks to protect others.

While substantial progress has been made in reducing the transmission of the coronavirus in Los Angeles County, local health officials remain concerned about the potential for a rise in positive infections and hospitalizations in the months ahead. Officials at the Los Angeles County Department of Public Health are concerned that people, such as those aged 18-29 who are not exhibiting symptoms, may unknowingly infect others including parents, grandparents and friends and family who have underlying health conditions and who are at greater risk for serious illness and death.

To reach “the Invincibles” – 18- to 29-year-olds – the city is launching a social media-based video series of 15-second videos called “Masks Are …” with each video carrying the blunt message: “Wear a f*****g mask!” The series is being launched with four short public service announcement videos on the city’s WeHoTV YouTube channel: “Masks Are Badass,” “Masks Are Sexy,” “Masks Are Smoookin’” and “Masks Are Tasty.”

The video series is intentionally edgy in nature, and each video is optimized to capture the attention of its target audience and promote social media sharing.

When in public, community members should maintain their space with social distancing of at least 6 feet, and cover their face. Public health officials recommend that everyone continue to follow physical distancing and infection control directives and wear a clean cloth face covering that securely covers both their nose and mouth when in contact with other people not in their household.

The city encourages residents to remain home as much as is practical and limit close contact with others outside of a household. Additionally, people 65 years old or older and all people of any age with underlying health conditions should remain at home whenever possible; people in these categories should only leave their residences to seek medical care, exercise or obtain food or other necessities.

For information, visit weho.org/coronavirus and youtube.com/wehotv.