How Major Brands Are Answering the Call to Fight COVID-19
Discover the innovative ways companies like Nike and Dove have risen to the coronavirus challenge.
Big brands are stepping up in a big way in their responses to the COVID-19 pandemic. From donating money and products to combat the disease, to giving free gear to frontline healthcare workers, to pushing out coronavirus prevention messages over social media and digital marketing channels, many companies are doing their part to help during the coronavirus crisis.
Here are a few examples of how major brands are answering the call to assist in the worldwide fight against COVID-19.
Nike is has stepped up in a big way to help tackle COVID-19. The company has donated 140,000 pieces of athletic gear to healthcare workers and $25 million to support COVID-19 response efforts worldwide. It also mobilized its design and manufacturing capabilities to produce personal protective equipment for frontline workers. Nike has donated 60,000 full-face shields and powered air-purifying respirator (PAPR) lenses to protect healthcare workers across the U.S. from the coronavirus.1
Beyond its donations, Nike leveraged its digital marketing prowess and giant social media presence to reach its combined 153 million Facebook and Instagram followers with coronavirus prevention messages. Using hashtags #playinside and #playfortheworld, the company encouraged athletes to stay home to help slow the spread of coronavirus.
Unilever is another company showing its heart during the COVID-19 pandemic—evident in both its donations and marketing. A leader in the business of clean, the world’s largest soap company wanted to help people protect themselves from the coronavirus by donating around $118 million in soap, cleaning supplies, and other products.2
Dove, a Unilever brand, is being applauded for its inspiring twist on its “Real Beauty” marketing campaign. The company took to social media, digital advertising platforms, and other marketing channels with an inspiriting new “Courage Is Beautiful” message. A nod to frontline healthcare workers, the campaign shows faces of real nurses and doctors during the height of the disease outbreak. The brand also made a $2 million donation to Direct Relief to go toward protective equipment, ventilators, and medicines for healthcare workers in the U.S.3
Even before COVID-19, Crocs footwear was a favorite in the healthcare industry for its slipper-like comfort. The company’s response during the coronavirus pandemic is likely to make the shoe even more popular among healthcare workers. In March, the company launched its Sharing a Free Pair for Healthcare program, donating over 860,000 pairs of its shoe to frontline healthcare workers around the world.4
General Motors (GM)
GM—the maker of Buick, Cadillac, GMC, and Chevrolet—is also doing its part to support healthcare workers and communities during COVID-19. The brand donated $2.65 million to nonprofits, including a $1 million grant to the DonorsChoose Keep Kids Learning program, which helps teachers in high-need school districts send basic resources like books, pencils, notebooks, food, and cleaning supplies to students who are learning online at home.5 The company also teamed up with a medical device company to build needed ventilators.
Each of these brands demonstrated that good business isn’t just about strong profits. Through thoughtful marketing and strategies to support communities during the COVID-19 crisis, brands are rising to the challenge and showing consumers they care—which could have a positive impact on their brand’s reputation long after the coronavirus crisis passes.
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