Cross-sector industry-supported messaging can help brands raise awareness about COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 06, 2020, 12:01 PM UTC

Companies must ensure their messaging addresses the hardships people are facing.

This piece states that brands must deploy creative teams or donate media to distribute cross-sector industry-supported messaging to stop the spread of COVID-19. Media, tech and digital companies are prioritising and crafting unbranded, “platform-agnostic creatives” to raise awareness about social distancing, personal hygiene, and mental health.

Companies must not only deliver the right message at the right time but also encourage people to share those messages with others who trust them. Brands can leverage text messages, workplace Slack channels and social media accounts to achieve speed and scale for efficient communication.

Along with addressing the pandemic, marketers should reflect on people’s hardships, insecurity and inequality in their messages to help them pull through. The author contends an “unprecedented response” can overcome this “unprecedented crisis”.

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