This is a great piece on how to reduce resistance to masking, but I don’t actually think telling people it’s for the collective good makes a difference here in the United States. Our entire ethos seems to be “screw everyone else, I’m my own man.” At the beginning of the pandemic, we did say it was to protect others—people complained just as much then as they do now. https://www.theguardian.com/commentisfree/2023/jan/05/covid-cases-nhs-culture-war-face-masks