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No concerns about stigma as face coverings become common, branding opportunities expand

Last Updated May 21, 2020 at 9:03 pm PDT

(Courtesy vanaquashop.org)

As B.C. opens up, face coverings are being encouraged as part of the 'new normal'

A communications expert says brands shouldn't be concerned about negative association with masks

VANCOUVER (NEWS 1130) — As the province reopens, people in the Lower Mainland are being advised to wear face coverings in more situations, and this has opened the door for some businesses and companies to brand the products.

The National Basketball Association and other sports leagues got on this train early with mask sales going to charity, while locally the Vancouver Whitecaps had their branded face coverings sold to support the Vancouver Aquarium. 

Lesli Boldt is the head of Vancouver-based Boldt Communications. She suggests branding an item that people are purchasing due to a pandemic isn’t necessarily a bad thing.

“I don’t think there’s a negative association between a branded mask or a mask that a local store is selling and COVID-19. I don’t think there’s a stigma associated with masks — maybe there is, but I do see that lessening.”

Boldt adds that if masks become more ubiquitous then wearing one with a company logo won’t feel like a bad thing.

“Most people in B.C. will prefer not to wear masks unless spacing is not possible, but if I’m heading into a store or a smaller space that will require a mask, it might be a good idea, and I think people are becoming much more comfortable with that idea.”

This all comes as TransLink has now asked its customers to cover their faces while either riding on, or waiting for their ride.

Spokesperson Ben Murphy took to Twitter sporting a mask branded with the TransLink logo.