The first installment in PRovoke's Covid-19 creative showcase explores how brands around the world are using smart PR strategies to creatively engage communities, support society and provide relief. 

If you'd like to submit work, please email us with details, visuals and links here

1887 Virtual Bar
William Grant & Sons with AKA Asia
WGS 1887 Virtual Bar
William Grant & Sons opened the 1887 Virtual Bar last week – the distiller’s first-ever virtual bar, in support of Singapore's bartending scene amidst Covid-19. The weekly sessions will feature guest shifts by bartenders from local watering holes – kicking off with Sam Wong from Shin Gi Tai. Consumers can make a donation to participating bars by purchasing a digital cocktail off the thematic menus on TicketMelon. William Grant & Sons will then match public donations dollar for dollar. The first Virtual Bar session was attended by over 100 participants and achieved over 100 pieces of coverage online and on social media.

#NatureNurtures
Tom's of Maine with BCW
Through its #NatureNurtures program, Tom's of Maine is sponsoring 50 small businesses across the country to bring the healing power of the outdoors, indoors, with daily video experiences set in nature. Each day, the Tom's of Maine Instagram features a new #NatureNurtures experience hosted by a local yoga teacher, wellness expert or nature guide to help foster a connection with nature, encourage healthy routines at home, and provide healing at a time when its needed most. The ongoing series is funded entirely by Tom's of Maine, including a $50,000 commitment to support the 50 local experts across the 50 states. Tom's of Maine is encouraging the public to join the #NatureNurtures program by nominating a favorite local wellness business to be featured.

Orangetheory At Home
Orangetheory with Ketchum

At the beginning of the pandemic, the Orangetheory team implemented increased standards for cleanliness in the studios, but as things began to worsen, each franchisee implemented social distancing during workouts and, with guidance from local health officials, the CDC and WHO, before closing studios completely. To keep members (and non-members) engaged during this time, Orangetheory implemented Orangetheory At Home ™ workouts, which go live every day on Orangetheory’s YouTube channel and are available for free. They will be rolling out additional workouts for those with children, elderly, etc. in the weeks to come.

Doodle Time
Strings & Things with Zeno

Following the announcement that UK schools up and down the country would close, leaving millions of parents tasked with entertaining their children for days on end, Strings & Things, creators of the much-loved Cheesestring, decided to step-in and help. Zeno developed a hands on virtual activation, Doodle Time with illustrator Steve Lenton, where kids are invited to join via YouTube for daily doodling sessions over the coming weeks. The children are then encouraged to share their creations by displaying them on their windows alongside the rainbow of hope, spreading cheer within their community. Amplified through paid and celebrity partnerships, the activation aims to help parents find a moment or two of peace and quiet.

Sauce for Cause

Rao's Homemade with M Booth
Rao’s Homemade kicked off  #Sauce4Cause two days ago, an Instagram cooking series benefiting Jersey Cares’ Covid-19 relief efforts, including a food delivery program for those in need. The series started with popular Z100 radio personality Danielle Monarowho demonstrated penne pasta, a family favorite. Over the next month, Rao’s Homemade will partner with some of its favorite chefs and foodies to bring delicious recipes to life for brand fans at home. In addition to donating to Jersey Cares on behalf of its guest chefs, the program features a “Make One, Give One” component: for every fan who makes one of the featured dishes at home, Rao’s Homemade will donate one meal to a family in need via Jersey Cares. 

In This Together
Tonies with Tin Man
Tonies
A free audiobook which explains the global pandemic, written and narrated by award winning children’s author Giles Paley-Phillips, has been commissioned for kids’ audio brand Tonies. Based on the insight that 65% of adults are seeking helpful and practical advice during Covid-19, the book aims to be a resource to help parents who are struggling to find the right words to discuss the current situation and encourage open parent-child conversation around it. Entitled In This Together, the story is written in rhyme and tells the tale of Rosie, a seven-year-old who initially believes that her school being closed is an extended holiday. Rosie’s mum and dad are faced with the tricky task of explaining why she’s not in school due to the ‘microscopic bug’, why she’s not able to see her friends and how they can protect her grandparents and the elderly.

Snapchat Malaysia
Snapchat with Archetype
Top tips to keep your mental health in check during turbulent times by Ms Katyana
Snapchat Malaysia has been communicating with and supporting users through the period of social distancing. This includes driving awareness of Covid-19 prevention using lenses and Bitmoji stickers, as well as raising donations in collaboration with WHO (with whom Snapchat partners) using its AR lens features. The brand has also initiated a content partnership with a local psychologist offering tips on keeping mental health in check during difficult times.