CDC meets "Deadliest Catch"
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.