In July, Hidalgo County and the wider Rio Grande valley were at the center of the coronavirus pandemic in the U.S. With the region facing severe community spread of the virus, the world-famous Cher – in collaboration with CherCares and NCDP’s Pandemic Resource and Response Initiative – decided to put together an important message for the residents of the hard-hit community.

This 35-second public service announcement from Cher advises Hidalgo County residents to adopt essential public health and safety measures, including the use of facial coverings and engaging in frequent hand washing.

Cher, who had performed in Hidalgo County earlier in the year prior to the outbreak of the virus, was moved by some of the stories of struggle, resilience, and courage emanating from Hidalgo County.  
The PSA was well-received by local officials, who acknowledged that “Cher is a beloved treasure in our country and her desire to send prayers to Hidalgo County makes her more special to those of us in the Rio Grande Valley,” Hidalgo County Judge Richard F. Cortez said. “I thank her for her blessings and I urge residents of Hidalgo County to listen to her message.”