Crisis Update: Video “20 Seconds or More” Will Make You Want to Wash Up

It’s a fact. We all need to do what we can to #StoptheSpread of #COVID-19.

Stream or share this important video and song featuring a range of talents including rappers Doug E. Fresh, DMC, Monie Love and Chuck D, pop and R&B singers Ashanti and Jordin Sparks, along with Jamie Foxx, Cedric The Entertainer, 2020 UNC NBA prospect Cole Anthony, Olympian Benita Fitzgerald Mosley, Spanx Founder Sara Blakely and her husband, entrepreneur and Atlanta Hawks Co-Owner Jesse Itzler, plus many others.

Getting Kids to Listen During a Global Pandemic

Pioneering rapper and community health advocate, Doug E. Fresh made a powerful video to spread the word about the importance of handwashing. The collaboration with famed songwriter Artie Green includes a video packed with more than 40 noted individuals from the entertainment, sports, medical, civic and business sectors. Fresh and co-founder of Hip Hop Public Health (HHPH) Dr. Olajide Williams, Chief of Staff, Department of Neurology, NewYork-Presbyterian/Columbia University Irving Medical Center, produced the song and video that has already reached more than a million people in just three weeks since its launch. Together they are spearheading the initiative with HHPH Executive Director and CEO Lori Rose Benson.

“The main goal of 20 Seconds or More is to bring together art, science and social media innovation to help fight the COVID-19 health crisis plaguing our nation and the world today,” said Fresh. “As an artist and a health advocate, I have the responsibility of using my platform and my voice to make a change, beginning with young people to help save lives and stop the spread of this virus.”

“Without a doubt, COVID-19 is one of the most challenging health crises of modern times,” Williams added. “Personal safety measures are important against the highly contagious Coronavirus, whose infectious profile includes a large number of silent ‘asymptomatic’ carriers (18-30%) capable of infecting others, and those with mild manifestations of the disease.”

Protecting Communities of Color during COVID-19

“We now know that younger people are more likely to have mild manifestations or silent infection compared to older individuals, and that communities of color are disproportionately affected,” Williams said. “These groups need targeted health communication solutions for improving compliance with hand washing, social distancing and home quarantine. 20 Seconds or More is such a campaign, designed to motivate young people and communities of color to engage in regular hand washing and social distancing, while also appealing to the general public.”

“This is the era of personal responsibility, when the simple things we choose to do or not do have life and death consequences,” noted Benson. “Personal responsibility is empowered by education, social conditioning, and cultural relevance.” 20 Seconds or More “is a life-saving, action-oriented platform that enables young people and all of us to recognize and utilize our power for the collective good health of our communities, the nation and the world.”

Get Involved and Take Charge

In addition to the song and video, HHPH has created multiple opportunities for the public to get involved in the 20 Seconds or More movement. Working in collaboration with OPEN, the Online Physical Education Network, HHPH created free lesson plans and other health educational materials to be shared with teachers, school leaders, parents and students to support remote learning and staying active at home.

HHPH has also created opportunities for young people, educators, and artists to serve as Ambassadors, or “HHPH MCs” charged with utilizing their social networks and platforms to inspire dance and rap challenges while encouraging adherence to COVID-19 safety protocols. HHPH’s network of MCs (Masters of Culture) helps to amplify key health messages to empower youth and teach them how to care for their physical and mental health.

HHPH is also sharing frequent updates and information regarding COVID-19 through a series of studies, papers and interactive sessions with Dr. Williams. These include the COVID-19 Industry Rapid Response Q&A with The Partnership for a Healthier America  and HHPH’s latest blog post with engaging resources for families to stay active at home.

Learn more this project and its sponsors. Follow Hip Hop Public Health on Twitter #20SecondsOrMore.