How do you get manly mountain men to wear masks? Compare it to bowhunting.
What will it take to get macho men to wear masks? A recent study by U.C. Berkeley and Middlesex University London found that men are more likely to go out without a mask because they find them uncool, shameful, and a sign of weakness. Governor Steve Bullock of Montana, whose constituents include many fishermen and snowboarders, has some ideas about how to win them over. He has shared a new statewide ad campaign that uses humor to nudge all-American men to wear masks.
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