Mask-Resistance is Not About Carelessness

If I had a dollar for every politician that said, “Don’t make masks a political issue.” … Unfortunately, that dismissive statement is not an effective counter-message and it indicates a poor understanding of the true depth of the problem.

The depth of this issue dives into the heart of anti-establishment beliefs and reveals the driving factor that is making people so passionate about them. Yes, it is based on misinformation. But telling people they are wrong to believe something they do believe does not gain traction.

Looking into the emotional terrain that supports these beliefs helps us understand why previous messaging is not working… and helps us craft messaging that more clearly addresses the real issues.

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