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From the 2021 Impact Awards

Mask Up America

Finalist in Public Health

About this entry

WarnerMedia’s CSR team partnered with the Ad Council and some of the nation’s leading nonprofits to create, produce, and distribute PSAs with social impact messages across our linear, digital, and streaming platforms throughout 2020 and into 2021. These partners include: The White House, The Department of Health and Human Services, The Human Rights Campaign (HRC), The National Alliance on Mental Illness (NAMI), Rock the Vote, Color of Change, She Se Puede, The NAACP Legal Defense Fund, and The Centers for Disease Control and Prevention (CDC).

Why does this entry deserve to win?

One of the most impactful PSAs WarnerMedia produced addressed the importance of wearing masks to help protect and stop the spread of the coronavirus. The “Mask Up America” PSA, created in partnership with the Ad Council and the CDC, featured key moments from Austin Powers in Goldmember, Casablanca, Creed, Harley Quinn: Birds of Prey, Harry Potter and the Deathly Hallows Part 2, IT, Joker, Justice League, The Lord of The Rings: The Fellowship of the Ring, The Matrix, Mad Max: Fury Road, and Wonder Woman, all re-imagined with characters wearing a face mask.

WarnerMedia also joined other media companies in supporting the COVID-19 Vaccine Education PSA Initiative, “It’s Up to You,” representing one of the largest public education efforts in U.S. history. Featuring Sanjay Gupta, CNN’s chief medical correspondent, Daveed Diggs, and Rosie Perez, this series of PSAs aired across WarnerMedia and AT&T-owned cable, digital, streaming and social platforms.


With more than 100 PSAs across the WarnerMedia ecosystem, this translated to $100 million worth of in-kind ad placements and creative resources. The PSAs reached over 100 million viewers across linear, digital, and social platforms and delivered over 1 billion earned impressions. Most Recently, WarnerMedia partnered with the White House and the U.S Department of Health and Human Services to support their efforts to reach unvaccinated demographics across the United States. The campaign, titled ‘Getting There’, features several different WarnerMedia in-person productions and on-screen talent from hit shows (including: Euphoria, Gossip Girl, NBA on TNT, Full Frontal with Samantha Bee, and others) to create PSAs that reflect where we’ve been, all that we’ve done, and acknowledges where we need to go. Together. As of August 2021, this campaign had a total social reach of 371.5 million.


Video for Mask Up America

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