In states hardest hit by coronavirus, state governments are working to reach as many constituents as possible through Twitter to communicate better behavior, often using creative tactics.

On the heels of his success beating back coronavirus in what was once the country’s worst hotspot, New York Governor Andrew Cuomo has used his  heightened profile to launch a national campaign to encourage Americans to wear a mask.

New Jersey Governor Phil Murphy has also been encouraging his constituents to continue wearing masks following case declines in the state. Contrasting with the governor’s tone, the state of New Jersey uses memes to educate and entertain younger audiences on its platforms. And it works: One of the account’s recent meme tweets encouraging users to wear masks received over 4,500 retweets.

In Louisiana, Governor John Bel Edwards leveraged the clout of Louisiana State University coach Ed Orgeron to communicate through video about the importance of preventing the spread of COVID-19.

And Illinois Governor JB Pritzker has taken a more serious approach, with videos, infographics and tweets emphasizing the pandemic is not over.

Finally, Texas Governor Greg Abbott’s video from early July encouraging constituents to focus on slowing the spread received over 1.2 million views.