Here is my take on this article. It makes some good points, familiar to people who work on comm, social norms and behavior/social change. New behaviors should be easy and accessible. BUT.....thread
There Are 3 Things We Have to Do to Get People https://www.nytimes.com/2020/05/27/opinion/coronavirus-masks.html?smid=tw-share

Masks have already become a political symbol and tool in the US and elsewhere. Arguably, They have as much political symbolism as the MAGA hat So the question is how to depoliticize a public health strategy when public health on COVID matters is viewed through a political lens

Masks seem to be stigmatized in certain parts of the US as representing liberal/dem views per anecdotal evidence. So it’s not simply a question of making it easy or clear why masks should be used. It’s how to destigmatize and reframe the meaning and value of masks

GOP leaders , notably Trump and Pence continue to not to wear masks, a dog whistle for partisan identity and swipe at Dems and public health experts.

Simple messages about protecting self and loved ones won’t be enough. Messages need to be based on understanding behavioral obstacles. One could reasonably suggest that main obstacles aren’t lack of knowledge or awareness but the political valence of masks.

In summary, Too late to take a non political approach to masks during the pandemic. Too late to promote norm change without addressing the politics of the symbol.