Case Study: Government of India promotes mask-wearing nationwide with Ogilvy Public Relations

Government of India mobilizes Mask Force in 1 campaign with Ogilvy Public Relations

The Government of India collaborated with Ogilvy Public Relations to address the critical public health challenge of promoting widespread mask usage during the COVID-19 pandemic. The challenge was to effectively encourage citizens to make and wear homemade face coverings to help curb the spread of the virus.

Ogilvy's solution was the "Mask Force" campaign, which leveraged India's passion for cricket. The agency enlisted several of the country's most famous cricketers to appear in a film, urging citizens to join the Mask Force by creating and wearing masks when leaving home. By tapping into this national sentiment, Ogilvy created a highly impactful public relations initiative that effectively communicated the vital public health message.

Government of India