The global pandemic and associated stay at home orders have driven a major increase in media consumption. However, it’s important that brands not blindly run creative that was developed pre-pandemic. Customers expect you to address the state of the world right now – and how it’s impacting their consumption of your brand.

Some organizations that we won’t name (…but maybe check out this ad) are taking advantage of the opportunity with messages that are inauthentic and opportunistic.

Conversely, we are inspired by those that are using this moment in time to be of service to their consumers. Check out a few of our favorites – and please share any messaging that has inspired you during this time in the comment section below!


1. Courage is Beautiful, by Dove

We are consistently impressed with Dove’s campaigns to challenge public perception of beauty ideals but this particular effort is timely, heartfelt, and impactful.


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2. Free Frosty, by Wendy’s

Simple and thoughtful – because who doesn’t need a little treat right now?

3. Good Neighbor Relief, by State Farm

This message puts the money where the brand “mouth” is, to the tune of $2 billion.

4. Stewarding the Co-Op, by REI

In a personal message to their customers, CEO Eric Artz announces that he, along with the senior leadership team and board of directors, will be forgoing salary contributions in an effort to continue offering health care benefits to furloughed employees.

5. Thank You For Not Riding, by Uber

This tear-jerker is bold and powerful with a pay-off line that counters the basic principles of Brand Messaging 101, for all the right reasons.

6. Clover Cares about Petaluma Valley Hospital, by Clover Sonoma

We are especially proud of the work by our partners and friends at Clover Sonoma who have responded to their local hospital’s needs by committing over $100,000 to purchase three ventilators. Join their effort here!

Comment below and let us know what brands are inspiring you during this time!

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