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Masks Equal Money: The NAM Asks Americans to Wear Face Coverings in Public

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Wearing a face covering in public spaces isn’t just about protecting other people—it’s also about protecting America’s reopening, jobs and manufacturing industry.

That’s the message of the NAM’s recent series of public service videos calling for the widespread use of face coverings in public—something manufacturers have been encouraging for months.

On social media, the videos have reached more than 1.4 million people and have been amplified by high-profile figures, including the U.S. surgeon general, U.S. senators and members of the media.

NAM leads the way: NAM President and CEO Jay Timmons was among the first in the business community to call for social distancing and promote the use of face coverings as essential to reopening the U.S. economy.

  • “The one thing that we know right now that you shouldn’t be doing is you shouldn’t be coming in contact with other human beings, outside of your immediate family, your nuclear family. That’s it. That’s all the people are asking,” Timmons said to The New York Times in April.
  • “It’s really that simple. If you want to be a patriotic American, put on a face covering,” Timmons said on Fox Business in May, putting on a face covering himself.

Innovation amid crisis: “Our members are innovating at a rapid pace to meet the needs posed by the pandemic, and our team is responding in kind by addressing one of the most critical challenges we face in keeping our workers safe and the industry and country open,” said Erin Streeter, senior vice president of communications and brand strategy at the NAM. “We’re doubling down on creativity to see us through this crisis, so you’re seeing new tactics like deploying social media influencers to help, illustrations and designs to break through and a total guerrilla-style campaign that leverages all of our communications assets—NAM leadership, owned media, earned media and social media—to get the job done.”

#MasksEqualMoney: This week, the NAM unveiled a series of illustrations on Instagram that show how essential masks are to keeping the American economy open and protecting frontline workers.

TikTok stars join in: To reach young people, social media stars Granny Coy Bundy and Grandpa Charles Mallet lent their platforms to the NAM.

Ripple effect: “We didn’t just dip our toes into this challenge; we dove in given the urgency of the public health and economic crisis,” said Streeter. “We’ve relied on the strength of our creativity to press this forward—and we’re seeing our member companies, partner associations and other business and public health entities helping to amplify our messages. We’re also seeing others follow our lead to collectively create a force multiplier effect that is making a difference.”

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