Case Study: State of Illinois increases mask-wearing with Civis Analytics message testing

How Illinois Persuaded Residents to Wear Masks

Civis Analytics worked with the State of Illinois as COVID-19 cases rose in 2020. Ahead of a $5M media campaign, the state needed to find the most persuasive way to encourage residents who were not regularly wearing masks to change their behavior.

Using Civis Analytics’ Creative Focus message-testing product, the team tested multiple mask-wearing messages across regions and demographic groups to identify what resonated and whether any options would backfire. The “Seatbelt, Helmet, Mask” message proved most effective, with a +3 percentage point average treatment effect, became the centerpiece of the campaign, and helped drive a 21% increase in mask-wearing across Illinois.

State of Illinois

Alex Hanns

Deputy Press Secretary