How Companies are giving back during the Covid-19 Crisis
Deepti Dilip J | Director – Marketing & Communications, Ashnik
In this fight against the tough and uncertain, we stand as one. We know this is a community build-up time. Personal and work front is affected for millions of us. We shall evolve, this shall pass. But while it does, organisations also look to survive and transform. They may be slow on business but high on support and some inventive spurges. Brands are evolving their strategies by underselling and instead being there for the community. They are offering their customers and community with more help and assistance, than showcasing their sales platter. And, that’s the way to go about it.
It is an ideal time for companies to demonstrate their corporate social responsibility, through being of service to the people. They understand this is a time to identify the needs of employees and stakeholders, support local efforts to contain the spread and follow government guidelines on social distancing. The ideal way is through continued engagement using positive, encouraging and informative messaging.
Brands have been proactive change makers in their communities by taking positive actions and stepping up to the challenge.
Ford Motor Company is shifting gears to lend manufacturing and engineering expertise to help build respirators and ventilators. The car company will also assemble face shields and use its 3D printing capacity to produce parts used in other personal protective equipment.
While Dyson, a manufacturer of household appliances, has already partnered with The Technology Partnership to produce a ventilator called CoVent, a bed-mounted, portable ventilator that can run from battery power. With a grant from the government of U.K., Dyson will produce 10,000 ventilators for the country and another 5,000 for donation.
Zara, H&M, Prada, Ralph Lauren and more fashion brands are utilising their resources to manufacture face masks and hospital gowns for patients and healthcare officials. Nice to see the companies we buy from are in turn supporting to accommodate the greater good.
Like, Ford is pledging some breathing room around their car payments to its Ford Credit customers. Because, obviously the market is slow. Also, taxi app Gojek’s CEOs and senior managers plan to donate 25% of their salaries all year to drivers and other partners whose income has been adversely affected by the economic slowdown.
Logitech has launched a program for k-12 teachers to receive free webcams and headsets as they transition to virtual teaching. While, Zoom is now free for schools and has lifted its 40-minute meeting limit.
Brands are readily finding ways to amend, tap into their resources, supply chains, and beyond to remind us that there are humans backing those logos. Talking of logos, here’s another creative twist some brands brought about. They took the social distancing aspect to their branding / logos and brought in some much needed wit.
Can you see something iconic missing here? Singapore Tourism Board (STB) took it to a whole new level by moving the Merlion figure to express its unanimity with the WFH measures. Also, the message Merlion left behind is giving us all the chuckles. See you soon, Merlion!
Whether it’s through timely aid or some creativity and humour, brands are transforming to support the situation. On the other hand, all we need to do is stay home and help our community through this. The world is healing, and it’s the least it’s asking us to do
- As the Marketing and Communications Director, Deepti oversees brand strategies, marketing initiatives and digital platforms at Ashnik for Southeast Asia and India. Drawing inspiration from her advertising experience, she brings to Ashnik her zest for creativity and design. She splits her time between a full-time gig at her job, lots of hobbies and dodging her 4-year old's odd tantrums.
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