Like an unending nightmare, we have watched the world, it’s inhabitants and their institutions become crippled by the Covid-19 Pandemic. The virus which originated from Wuhan in China has spread to about 195 countries in the world infecting hundreds of thousands and killing thousands of people. Now medical organizations and experts of all levels are trying their best to teach the world safe preventive practices to help reduce the spread such as:- washing hands with soap and water for 20 seconds, using hand sanitizer, and most of all social distancing.
Popular brands have also taken up arms and are doing their bit to sensitize people, to make the world coronavirus free. Most have sent their staff home with a promise of a percentage of their salary monthly till the social distancing period is over, others have adopted remote work culture completely.
Leading the charge is McDonald’s Brazil. They recently altered their logo, separating the golden arches saying “Separados por um momento para estarmos sempre juntos.” Which translates to “separated for a moment to always be together.” This was done to raise awareness about the importance of social distancing at this time.
Another global brand that has taken up this responsibility of sensitizing the public about social distancing is Coca-Cola. The popular beverage company changed its ad located at the Times Square Billboard. On the image, it changed its connected letters by putting space after each word, and ended it all with a tag line saying “Staying apart is the best way to stay connected,”.
This is remarkable of both brands and others doing their best to sensitize and assist their communities at this time. Showing responsibility as they have done, helps to builds the trust between a company and its target audience.
In the very though times that we’re in, smart brands will have to change their messaging, alter campaigns, and adjust plans to stay relevant and fit into the communication the world is currently having.
One person positively shaking the world with his craft right now is D-Nice, celebrity DJ, rapper and producer who started an IG live club type of “Home School” he’s dubbed #ClubQuarantine where he plays good music on his Instagram live feed, getting people from all over the world together virtually to dance their way through the pandemic.
His virtual parties including a 9hr-dance IG live party has attracted hundreds of thousands of viewers including famous stars like Diddy, Usher, Ellen DeGeneres, Naomi Campbell, Donnie Wahlberg, Janet Jackson, Oprah Winfrey and many more. Even politicians were not let out of the fun with Joe Biden, Bernie Sanders and Michelle Obama joining in. His recent live dance party had over 200K live viewers, not counting the people who watched within the 24hrs after the live was ended.
“I feel like a stalker, I’m stalking your live feed to make sure I don’t miss anything. I’m stalking you bro and there’s nothing you can do about it” artist, Taj George commented on his page.
According to D-Nice who has played at some of America’s most famous events including the afterparty at the final musical event hosted by President Barack Obama and first lady Michelle Obama at the White House in 2016; his “Home School”party is the best party he’s created.
“I never would’ve imagined that the best party I would create and DJ would be from the comfort of my own home. Homeschool is a thing! Yesterday was absolutely insane. The amount of artists and friends that virtually partied with me far exceeded my expectations. I’m feeling nothing but gratitude” he wrote on his Instagram.
Other stars like John Legend, Cold Play, etc have also held free virtual musical concerts to bring joy to people during this time of quarantine and social distancing. Film mogul Tyler Perry also started the #HeGotTheWorldInHisHandsChallenge, nominating celebs to sing the popular gospel song and bring hope to their followers. Actor and singer, Ayoola Ayoolola became the first Nigerian celeb to jump on the challenge on Monday the 23rd when he took to his Instagram page, guitar and all to serenade his followers.
Although Nigerian brands and public figures have been very slow, this is the time for individuals and corporate brands to fully step up in their activities to show their target audience in ways that connect to their operations, that they truly care. Failure to do so and carrying on as if nothing has changed could backfire. Multinationals like Apple, Microsoft etc have donated huge cash amounts to aid the fight against the coronavirus and so many more can step in, in different ways according to their capacities.
Local food businesses can send out free coffee or breakfast to medical experts and first responders working on the front lines; Expert organisations could offer free virtual therapy to people suffering from panic and anxiety etc and the list goes on. We’re all in this together and there’s something everyone can do to make things better.
How else can brands ensure that the message of social distancing and all the other ways to prevent the spread of the coronavirus is driven home? How else can brands help make things easier for their customers at this time?
