Feb 23, 2021 - Health

CDC meets "Deadliest Catch"

Mike Allen

CDC partnered with Discovery Channel for a spot shot in Dutch Harbor, Alaska, using trusted voices to encourage mask use among skeptical men.

Why it matters: The PSA features the stars of "Deadliest Catch," one of cable's top shows, with a big audience of white, conservative adults.

Between the lines: The Biden administration is being creative about encouraging key constituencies to wear masks and use social distancing.

  • HHS worked directly with Discovery on developing the spot, which airs on Discovery starting later this week.
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