PORTLAND, Maine (AP) — Businesses in Maine have launched a public service announcement with the theme of “Let’s Be Kind” in the wake of some squabbles with customers over mask use.

The Retail Association of Maine, Portland Regional Chamber of Commerce and Maine Grocers and Food Producers Association released the announcement on Tuesday for use by television stations across the state. The groups said they collaborated on the PSA after some customers ignored mask requirements and harassed store employees who attempted to enforce state guidelines.

The announcement includes John Reny of department store Reny’s saying “please don’t get upset with our people, they’re just doing their job and they’re trying to make it safe for you.”

The effort is part of the businesses’ broader “Let’s Be Kind” campaign, which began in late June to encourage cooperation during the pandemic.

Maine officials have reported more than 3,400 cases of the virus.