The second installment in PRovoke Media'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. 

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The Big Issue With Fox & Hare

Founded as a means to employee homeless people, The Big Issue has launched an appeal to support vendors throughout the UK who aren’t able to continue selling the street newspaper due to the Covid-19 outbreak. Using a range of content, including a launch film and real-life vendor stories, #TheBigMissYou campaign aims to show to customers how difficult the crisis is for Big Issue vendors, largely impoverished people who earn money from sales.  Consumers are encouraged to subscribe or support The Big Issue with donations, with 50% of proceeds going to vendors in need.

Nikon with MWWPR

Nikon is offering all those would-be photographers who never have the time to hone their skills the opportunity to do just that while stuck at home. Nikon’s #CreatorsHour is a full-blown online photography program offering free classes, challenges and twice-weekly discussions with pros including National Geographic’s Brian Skerry, sports photographer Dave Black and photojournalist Lynsey Addario. Ten online classes cover topics from taking better family photos to learning how to master that fancy new DSLR.


Jelly Belly with 360PR+ and Nice + Company
jelly belly
With the US’s National Jelly Bean Day falling this year in midst of the pandemic, Jelly Belly marked the holiday by making sure first responders had enough candy to go around. On April 22, Jelly Belly donated one million bags of its signature product to the police officers, paramedics and more who have been working throughout the coronavirus outbreak, putting themselves at risk, with help from Operation Gratitude, a non-profit that distributes care packages to first responders, troops, veterans and military families. The effort was part of Jelly Belly’s #ShareASmile campaign promoting community support and volunteerism — and the idea that you can share good will even from a social distance.

Discover Puerto Rico
Discover Puerto Rico with Ketchum

Given the risks of traveling now, Discover Puerto Rico, the island’s marketing organization, is going against its usual grain by encouraging visitors to stay home. But the group is working hard whetting tourists’ appetites for a Puerto Rican vacation once tourism is safe again through a range of efforts, including live virtual events featuring local talent, and glimpses of island culture. The organization continues to roll out online content, including, most recently, a series of videos highlighting the island’s natural wonders, meant to boost spirits while having a somewhat calming effect. The videos are branded under the tagline, “All in Good Time.”

Queso Meditation Video

Moe’s Southwest Grill with M Booth

Restaurant chain Moe’s Southwest Grill has launched a multi-pronged initiative to keep customers connected during the Covid-19 business shutdown including a market that allows consumers to buy in bulk, a to-go taco kit, Instagram challenges and cooking tutorials. Moe’s also has launched good-will efforts like donating a portion of sales to support relief efforts and creating videos highlighting franchisees. But it’s an eight-hour video of a tortilla chip being dunked and swirled in melted cheese (Moe’s signature queso), accompanied only by the kind of meditative music you’d hear in a yoga studio, that’s a really big hit.

Nutrition During Lockdown
Tupperware with Archetype
Early this month, Tupperware India partnered with the well-known influencer Harpreet Suri (@momwearsprada) and the healthcare system Max Healthcare to help families with a very real concern: nutrition during the Covid-19 lockdown. For 45 minutes live on Instagram, Suri and Max Healthcare’s Ritika Samaddar offered tips on healthy eating, while fielding questions from followers. Addressing topics including buying food in bulk and controlling snacking, the session reached an estimated 11,000 people and was cited as the “most informative session ever” by Suri’s followers.

You can find earlier Creative Showcases here:

Covid-19 Creative Showcase (17 April 2020)