The economic fallout from the coronavirus is affecting brands large and small. But as recent Covid-19 coverage in PRNEWS points out, some companies are approaching this time through the lens of corporate social responsibility, extending help to employees, vulnerable populations, general consumers and other organizations in need. It’s a time when doing good could potentially both protect and benefit your brand’s reputation.
Take publisher brands. The NY Times has lifted its paywall so that consumers can read coronavirus news updates without a subscription, and LinkedIn has unlocked learning courses for professionals and enhanced its news coverage. Automotive brands are also doing good. Ford opted to pull its national ads for vehicles and replace them with an offer of payment relief for current and future Ford vehicle owners. The ad reminds consumers that Ford has lent a helping hand during times of crisis in the past and is prepared to do the same today. Moreover, GM, Ford, Fiat Chrysler Automobiles and the United Auto Workers union have formed a task force to protect workers and implement preventive measures.
CVS is waiving fees for delivery of medications so that those infected or at high-risk for the illness do not have to leave their homes. To help out the U.S. student population, many of whom have been uprooted from their universities and sent home for the remainder of the semester, Uhaul is offering students 30 days’ free storage. Tech companies are also stepping up, with Amazon, Facebook and Google all donating funds to help small businesses, Silicon Valley communities and health organizations. For a look at how additional brands are approaching the crisis with doing good, read more in PRNEWS and an additional list curated by Chief Marketer, here.
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