As the number of COVID-19 cases in the U.S. hits an all-time high and some people continue to refuse to wear masks, coronavirus campaigns are extending their reach to new targeted audiences across the digital landscape.
The Ad Council is partnering with Twitch for the first time on a new public service announcement aimed at encouraging gamers to wear face coverings. The spot, called “My Mask is My Cheat Code,” features Techniq, a Twitch streamer with 52,200 followers on the platform, who encourages his followers to wear masks so they can “level up” and hang out with friends again. Techniq is especially close to the issue, having lost an uncle to COVID-19.
The video premiered over the weekend during one of Techniq’s livestreams, which saw nearly 250,000 viewers. The pro bono spot will continue to run on Twitch and is being distributed to the Ad Council’s network of media partners for donated time and space.
“Why do I wear a mask? Because when I’m not behind the screen, my mask is my cheat code, and when we stop the spread, we level up,” says the influencer in the 37-second spot. Techniq also points out how masks have historically been a part of the gaming community when it comes to cosplay.