Miami Tourism Campaign Aims to Make Covid Safety As Popular as Safe Sex

As more people are vaccinated, travel to Miami is on the rise – from spring break to Memorial Day and summer vacations. The Greater Miami Convention and Visitors Bureau wanted to remind visitors that if you want to have fun, you have to wear protection.

So, GMCVB and VMLY&R created custom face masks packaged like condoms. The 'Stay Safe, Wrap Your Face' campaign aims to make Covid safety as popular as safe sex by showing Gen Zers that if you want to vacation responsibly, you have to stay safe.

The work repackages the way we talk about mask safety, and offers a clever solution for Gen Z that’s humorous and relevant to other ways they stay healthy – without feeling preachy or ruining their fun. The campaign is based on the insight that if Gen Z can wear a condom to protect against a virus, they can wear a face mask to do the same.