Once public health officials identified mask-wearing as a proven method for slowing the spread of COVID-19, state and city health departments faced a new challenge: convincing the public to mask up. Through the collaboration of RIESTER and Riester Public Affairs in Washington DC, the TV commercial "Personalities" came to life. The public service announcement shows masks reflecting opposite personalities of those who might wear them. However, they come together at the end with a unified message conveying that wearing a mask is a sign you care about others. This TV campaign aired on Hulu and was distributed to television stations across the U.S. through a portal managed by the National Association of Broadcasters.