Determining how to increase public health behaviors like mask-wearing in non-compliant individuals is an important problem. In this two-part study, we first examined the correlates of mask non-compliance in undergraduates at Penn, and then developed a public health intervention designed specifically to appeal to individuals with those traits. We found that being politically conservative and favoring the core values of respect for authority and in-group loyalty were associated with mask non-compliance. We then developed two novel public service announcement (PSA) videos. One featured peer campus leaders (e.g. the president of the College Republicans) to appeal to both social influence and the core values espoused by non-compliant individuals. The other featured national and local health care authorities. We found that (a) conservative students rated the two videos to be equally authoritative, while liberal students rated the health authority PSA to be significantly more authoritative than the Penn leaders PSA; (b) conservative participants significantly increased their mask-wearing rates compared to baseline, while liberals did not; and (c) the PSAs were equally effective for conservative students at increasing mask-wearing. This study shows that interventions that encourage mask-wearing should target the values and beliefs associated with non-compliance in order to increase mask-wearing rates in previously non-compliant mask-wearers. Our findings can also serve as a model for future public health interventions to target correlates of non-compliance with other important health campaigns such as vaccination programs.