Building upon the momentum and public engagement generated by 20 Seconds or More and 20 Segundos o Más, the high-impact music video PSAs that have become global anthems and rallying cries around the importance of handwashing in the fight against COVID-19 since launching in April and July, respectively, Hip Hop Public Health (HHPH) today released Behind the Mask. Behind the Mask is an original new song and music video designed to increase the use of face masks as an effective means of stopping the spread of the coronavirus around the world. It is the third installment in a trilogy of COVID-related music video PSAs produced by Hip Hop Public Health, the New York-based, nonprofit organization founded in 2006 to build health equity through the transformative power of music, art and science. With the number of coronavirus cases continuing to rise around the country while disproportionately affecting communities of color, the goal of Behind the Mask is to proactively address the issue by driving the conversation and debate around COVID-19 safety protocols into action with culturally relevant and compassionate messaging.
Hip Hop Public Health created Behind the Mask as the cornerstone of a major public health education initiative that began in April at the height of the pandemic in New York with 20 Seconds or More, followed by the Latino community-facing 20 Segundos o Más campaign in early July. Together, these campaigns have reached over three million people around the world through the viewing and sharing of the videos, significant social media traction and international media coverage.