In a rolling cross-sectional study of the Penn State Mask Up Pack Up campaign (N = 681), it was found that the receivers’ fatigue continued to rise and their attention decreased as the campaign unfolded over an eight-week period. Exposure from the official source increased both attention to the campaign and campaign fatigue. Interpersonal communication about the campaign enhanced attention to the campaign without increasing fatigue. Conservative individuals experienced higher fatigue and paid less attention to the campaign. Attention to the campaign had a small and positive effect on safety behaviors; campaign fatigue had a small and negative effect on safety behaviors, but it substantially reduced attention. These results suggested that the intended effect of the campaign was probably cancelled out due to the fatigue it induced among the audience, but its spillover to communication in interpersonal channels worked. Encouraging campaign-related interpersonal communication might be as equally important as targeting behavior advocacy for campaigns, especially when the audience was already fatigued in a competitive media environment.