The 12th instalment 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.

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#DEFINETHANKSU

J&J Vision with Weber Shandwick
Define
When the pandemic struck, J&J Vision turned the creative campaign it was about to launch for Acuvue Define, its colored contact lens, into an immersive experience that recognized APAC frontline workers — and included the first branded K-Pop show broadcast on Facebook Live. The #DEFINETHANKSU campaign was centered around the South Korean girl group Twice performing live on the social platform, calling on fans to try on augmented reality masks during the show and post in real-time as a means of showing gratitude for the essential workers in the field. The effort yielded 5 million views and 55 million impressions.

Go Big Or Stay Home
Burger King Singapore with AKA Asia
Burger King
Burger King Singapore is taking social distancing so seriously that they have created a new line of headgear — free, giant crowns — to make sure diners keep one meter away from each other. The fast-food chain is giving the crowns away in stores until they run out, as well as providing an online DIY guide for BK fans who want to make their own regal headgear at home. Diners donning an enormous crown get in-restaurant deals to boot.

#milkyourmoments

Dairy UK/AHDB with Weber Shandwick/Flipside

At a time when people are forced to stay painfully apart, the British dairy industry launched the #milkyourmoments campaign as a means of celebrating human connection. The initiative called on consumers to share pictures and images of special moments — particularly those like birthday parties, ice cream outings and tea time that involve a dairy products. The industry’s first TV ad in 20 years included vintage spots from the 1960’s, looking a whole lot like home movies. Dairy UK and AHDB donated €1 up to €100,000 to mental health charities for every moment shared.

#WeRaceAsOne
Formula 1 with The Memento Group
Full flag - #WeRaceAsOne Chequered Flag Austrian Grand Prix
When the winner of the Austrian Grand Prix is called this weekend, the checkered flag waved to signal the end of a race will be a bit out of the ordinary, emblazoned with the names of fans who paid €199.99 to have their names inscribed on it — and raise money to combat two of the most pressing issues of our time, Covid-19 and racism inequality. The #WeRaceAsOne campaign was so successful that the auto racing organization has extended it for the rest of the 2020 season.  Once the races are over, fans receive their square with their name mounted and framed, along with an image of the flag in action.

Safe Visits
Eversound with Rebecca Adele PR
Tech company Eversound responded to the Covid-19 pandemic by creating the opportunity for elderly residents of senior living facilities the opportunity to visit with their loved ones in person. The company’s two-way communications technology that enables seniors to socialize through their windows, from their balconies or at a safe distance outside, reducing risk of social isolation and depression that’s heightened during the pandemic. Eversound rolled out its visitation program in partnership with Maplewood Senior Living, which now offers residents of its 15 communities in Connecticut, Massachusetts and Ohio live visits with loved ones.

You can find earlier Creative Showcases here:
Covid-19 Creative Showcase (April 17, 2020)
Covid-19 Creative Showcase (April 24, 2020)
Covid-19 Creative Showcase (May 1, 2020)
Covid-19 Creative Showcase (May 8, 2020)
Covid-19 Creative Showcase (May 15, 2020)
Covid-19 Creative Showcase (May 22, 2020)
Covid-19 Creative Showcase (May 29, 2020)
Covid-19 Creative Showcase (June 5, 2020)
Covid-19 Creative Showcase (June 12, 2020)
Covid-19 Creative Showcase (June 19, 2020)
Covid-19 Creative Showcase (June 26, 2020)