Anti-Masking Messaging Research
The purpose of this project was to conduct extensive primary and secondary research to aid the efforts of a brand or a PSA messaging strategy. In light of the Covid-19 pandemic, I chose to focus my efforts in understanding why some people refuse to wear face masks as opposed to those who do. My insight indicates that anti-maskers will wear masks if they know it will protect themselves, their loved ones, or if it meant that we could return back to normalcy at a quicker rate. This would mean that a more emotional rather than informational approach of messaging would be more effective in convincing anti-maskers to wear masks. (2021 Whalen Symposium Winner)
