Los Angeles County Medical Association Launches “Put It On” Media Campaign Featuring Local Physicians, Los Lobos


Public Service Announcements Featuring Local Physicians as well as the Band Los Lobos in Support of Public Health Officers, Need for Public to Wear Masks

LOS ANGELES, CA - July 10, 2020, – The Los Angeles County Medical Association today launched the “Put It On” public service media campaign with two PSA videos encouraging Los Angelenos to wear masks in accordance with public guidelines. Further, the PSA campaign calls for support of Los Angeles’ public health officers for their commitment and tireless efforts to stop the spread of the COVID 19 virus.

The first video, featuring local physicians on the front lines in the fight against the virus, calls on the community to support facts and science, not misinformation and fiction, associated with the COVID-19 pandemic. In the video physicians representing various Los Angeles County communities highlight the life and death importance of wearing a mask in accordance with public guidelines. The second features members of beloved Los Angeles band Los Lobos sharing the “Put it On” message.

“We stand shoulder to shoulder with our public health officers and call on the community to listen to medical experts who follow the science, facts and data,” said Gustavo Friederichsen, LACMA’s CEO. “LACMA is calling on the public to do its part by wearing masks to stop the spread of COVID 19 which has seen close to 90,000 cases and more than 3,000 deaths attributed to COVID 19 in Los Angeles County alone.

“’Put it on’ (“Pontelo”) is the call to action in our campaign’, said Friederichsen. “It’s a simple message in English and Spanish so that Angelenos understand how essential it is to save lives; the lives of loved ones, friends and fellow citizens.”

LACMA issued a forceful statement in the wake of Dr. Nichole Quick, Orange County’s public health officer, resigning after receiving death threats and people protesting outside her home after issuing a mask order. LACMA invited Dr. Quick to join a recent LACMA board of directors meeting to share her story as colleagues voiced their support. More recently, Dr. Barbara Ferrer, Director, Los Angeles County Department of Public Health conveyed publicly that she too had received death threats.

The videos are the first in a series of PSA’s conveying simple messaging relative to complex topics namely: mask wearing, social distancing and staying at home.


About the Los Angeles County Medical Association:

LACMA is an organization of more than 7,000 dedicated physicians who advocate quality healthcare for all patients and serve the professional needs of its members. The group serves to represent its professional members in public policy, government relations, and community relations. The organization was founded in 1871 and is a constituent of the California Medical Association (CMA). LACMA, together with CMA physicians, strives to preserve and protect the noble pursuit of healthcare delivery.



Sheri Carr

(858) 226-7647