Following the COVID-19 outbreak in 2020, Cher launched the CherCares Pandemic Resource and Response Initiative (CCPRRI) alongside Dr. Irwin Redlener, the head of Columbia University's Pandemic Resource and Response Center. The charity's initial plan is to distribute $1 million to "chronically neglected and forgotten people" during the pandemic through the Entertainment Industry Foundation (EIF). Cher told "Billboard", "There are rural areas where people of color and Latinos and Native Americans were getting no services. It's not a lot of money — $1 million goes in the blink of an eyelash! — so now I'm trying to get my friends to make it a lot more so we can do something that will really meet people's needs. A friend once told me, 'When people walk in your path, then you know what you have to do.'"