Time Out turned its pages into a COVID-fighting face mask
In Mexico, the publication began printing again after a pause during the pandemic
May 19, 2021
With coronavirus currently surging in Mexico, Time Out is helping to promote mask wearing by printing a page of its Mexico City edition that doubles as a face mask.
Mexico has one of the world's highest death tolls from COVID-19, yet many people are reluctant to wear masks, including President Andrés Manuel López Obrador. Time Out had paused its print run for several months during the pandemic but decided to return with a special issue, dubbed "Maskgazine," for May 2021 containing the face mask page. Created via agency Grey Mexico, it's made from porous paper designed to be resistant to the virus, and instructs users to fold it into a mask. It is handing out 100,000 copies for free.
"As surreal as it may seem after more than a year of pandemic disease, the number of infections continues to grow in Mexico and we continue to see an enormous number of people leave unprotected every day," said Luis Gaitán, president and chief creative officer of Grey Mexico, in a statement. "The idea aims to be consistent with the purpose of Time Out by providing inspiration to tour the city by adding the invitation to do so more safely by turning the pages of the magazine into a cover."