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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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Go deeper

Updated 6 hours ago - Politics & Policy

Omicron dashboard

Illustration: Shoshana Gordon/Axios

  1. Health: Omicron is finally burning out — It's very difficult to get access to antiviral COVID treatments — Axios-Ipsos poll: Omicron's big numbersAnother wave of death — FDA limits use of Regeneron and Lilly antibody treatments.
  2. Vaccines: Pfizer begins clinical trial for Omicron-specific vaccine — The shifting definition of fully vaccinated.
  3. Politics: Navy discharges 45 sailors for refusing vaccine — Spotify to remove Neil Young's music after his Joe Rogan ultimatum — New York Supreme Court grants stay for indoor mask mandate.
  4. World: U.K. to lift travel testing requirement for fully vaccinated — Beijing Olympic Committee lowers testing threshold ahead of Games.
  5. Variant tracker
Feb 22, 2021 - Health

Boris Johnson unveils roadmap to fully reopen England's economy by June 21

Photo: Leon Neal/Getty Images

U.K. Prime Minister Boris Johnson unveiled a four-step roadmap on Monday to "remove all legal limits on social contacts" in England by no earlier than June 21, assuming certain tests are met.

Why it matters: The U.K. has the worst coronavirus death toll in Europe and saw its economy contract by 9.9% in 2020 — the biggest drop in output in more than 300 years.

Biden on COVID deaths milestone: "We have to resist becoming numb"

President Biden, first lady Jill Biden, Vice President Kamala Harris and first gentleman Douglas Emhoff at the White House ceremony. Photo: Jim Lo Scalzo/EPA/Bloomberg via Getty Images

President Biden urged Americans to "remember those we lost and remember those we left behind" in a candle-lighting ceremony Monday — noting the "grim milestone" of the U.S. surpassing 500,000 COVID-19 deaths.

Details: "As a nation, we can't accept such a cruel fate. We have to resist becoming numb to the sorrow," the president said, calling on the U.S. to fight the coronavirus together.