NEW TWITTER OOH CAMPAIGN ROLLED OUT IN AMERICAN CITIES TO PROMOTE WEARING MASKS

For its new outdoor campaign, Twitter chose to encourage people to wear masks. The billboards are all showcasing real tweets, some really witty about life under a mask--such as “Best thing about these masks is I can sing along to my music without looking like a weirdo,”and, “Why do I feel like everyone’s giving me Resting Mask Face?”--and it can be pretty funny, when not extremely insightful.

Mask wearing is one of the most popular topics on Twitter, with some 100 million tweets on the subject since March.

“As always, the people on Twitter say it best. Masks are a huge conversation around the world, and we’re happy to help cities tackle mask caution fatigue with tweets that will make people smile and hopefully mask up,” said Leslie Berland, Twitter’s CMO and head of people.

Twitter partnered with seven US cities —New York; Asbury and Jersey City, N.J.; Chicago; Seattle; Los Angeles; and Miami Beach. The campaign extends beyond billboards to include murals and sidewalk art in high-traffic urban areas.

“People around the world are talking about masks and the real-talk happens on Twitter,” Nola Weinstein, Twitter’s global head of culture and brand experience, said in a statement.

“We’re excited to bring these Tweets to the Streets, amplify people’s voices, and encourage everyone to mask-up.”

There’s something attention-grabbing about seeing user tweets on such a massive scale--completely contrasting their original medium.