L.A. Care Health Plan is collaborating with the family of the late “Star Trek” actor Leonard Nimoy on a billboard and social media campaign to encourage COVID-19 vaccinations and mask use.
The “Live Long and Prosper” campaign will make use of the catch phrase popularized by Spock, the character played by Nimoy on the television series that aired from 1966-69 on NBC, and in several subsequent big-screen versions.
Nimoy was diagnosed with chronic obstructive pulmonary disease in 2013, and dedicated the last two years of his life to raising awareness about the progressive lung disease. Officials said his family is confident that if he were alive Monday, he would be an outspoken proponent of mask use and vaccination during the COVID-19 crisis, which has seen so many suffer lung damage.
“The phrase live long and prosper spreads a message that my dad strongly believed in — not only for a long and healthy life, but it also represents peace, tolerance, diversity and unity. This project really is a continuation of his mission on lung health,” said Julie Nimoy, the actor’s daughter who also runs the Los Angeles-based Remembering Leonard Nimoy with her husband David Knight.
“We are so grateful that L.A. Care was eager to work with us, and their team developed a wonderful concept that will capture attention and ensure the message is seen,” she added.
The billboard will feature a masked individual and will include a message encouraging people to get vaccinated.
“Dare I say, it was the logical thing to do. We were honored to be approached by the Nimoy family after they saw our billboards showing masked individuals,” L.A. Care CEO John Baackes said.
“Leonard Nimoy and the beloved phrase `live long and prosper’ will forever hold a place in our hearts, and we know they can help us get out the word about some very important steps that will help us all protect ourselves and our loved ones.”