Understand how brands in a COVID-19 world can contribute to the greater good, and how their actions influence people’s perceptions of them.
With stay-at-home orders in place, more people rely on digital tools and devices to stay in the know. Their actions lead to connected camaraderie, heightening a Wired for We mindset.
As the fight against COVID-19 continues, funds to help those unable to afford meals like kids, elderly, and the unemployed are crucial. To combat this, Fanatics founder Michael Rubin organized the All-In Challenge where celebrities offer one-of-a-kind experiences and items in an auction to raise money for Meals on Wheels, No Kid Hungry, and America’s Food Fund. Thanks to celebrities challenging each other over social media, the project raised more than $25 million in just over two weeks.
While the virus keeps people apart, care packages help families feel close. Uber launched two services: Uber Direct which lets users order items from select retailers and Uber Connect which lets users send packages to others. The combination of the two helps people know their loved ones are cared for by allowing them to send care packages, whether they’re groceries, convenience store goods, or food delivery.
Just like the familiar airplane directive, “put your oxygen mask on first before assisting others,” many people are also using digital tools to serve their personal connection needs while stuck at home as a measure of self-care. A NYC cocktail bar, The Dead Rabbit, held a Mixology Happy Hour that immersed people in cocktail making basics. With all proceeds going to the out-of-work staff, the event delighted imbibing participants while benefiting those in need.
Brands can also help people feel connected. An entertainment brand can host a Zoom Sunday Brunch Trivia event featuring celebrities from favorited shows. Proceeds could fund relief efforts for furloughed production staff. The event resurrects the go-to social connection phenomenon of boozy brunch while benefiting those without work.