We created this campaign, leveraging the popular sport of Lucha Libre (Mexican wrestling), where competitors wear masks to hide their true identity and the loser has to remove his/her mask. We created a PSA campaign based on Lucha Libre and the fact that not wearing a mask would contribute to everyone losing the fight against COVID-19. The campaign was adopted by the Ad Council and aired nationwide, across 156 DMAs, including all of the top 10 in total population.