The eighth 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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Ogden’s Own Distillery with GreenRoom
Ogden's Distillery
Ogden's Own Distillery in Utah has shifted its operations to support local communities affected by the Covid-19 pandemic. Best known for its Five Wives Vodka, Ogden’s efforts started with a pledge to donate 100% of its March and April profits to the backbone of the food and beverage industry — bartenders, chefs and food service staff. The distillery also switched production to making hand sanitizer, producing more than 25,000 gallons for first responders, local government entities, regional corporations and members of the local community, with no plans of slowing down. 485 gallons of hand sanitizer went to the Navajo Nation, which has been hit particularly hard with the coronavirus. On social, the brand launched the #SupportLocal Giveaway to support the local communities, giving away gift cards Ogden’s Own purchased that were to local bars & restaurants.

Stress-Busting Foods & More
Atkins with MWWPR
When the Covid-19 outbreak was officially declared a pandemic, wellness company Atkins quickly nixed much of its social content which, in ordinary times, focused on guides to low-carb eating in restaurants and groups outdoors. In its place, Atkins posted health & wellness information that spoke to the moment — guidance on at-home workouts, family-sized recipes and the best foods for a healthy immune system. Big favorites: 8 different foods to beat stress, a video message from Rob Lowe and a moment to choose your pantry.

Prisma with TBWA/Helsinki
As if having to only to look good from the waist up wasn’t easy enough, Finnish retailer Prism has made dressing for telework even better by rolling out a new clothing line based on the latest trend of being half-dressed. The clothing line for men and women offers all those shirts, ties and jackets you need to look like a pro — but paired with the ultra-casual bottoms that are among the big bonuses of working at home.

Soap & Glory
Good-Loop with Finn Partners
Soap and Glory Good-Loop(1)
With the financial impact of Covid-19 devastating people across the UK, three brands — Good-Loop, Soap & Glory and The Hygiene Bank — partnered to make donating personal and household cleansers to people in need extraordinarily simple. Using Good-Loop’s platform, which links shoppers with charities, Facebook and Instagram customers can unlock donations to nonprofit Hygiene Bank by simply swiping on a Soap & Glory ad or watching a spot. The donation is a piece of Soap & Glory’s marketing spend. The following moves are then up to consumers, who are driven back to the beauty brand’s own channels where they can purchase goods or make their own donations.

Shelter with The Academy
Seeing a sharp rise in calls for help since the start of the pandemic, British housing and homelessness charity Shelter has launched #WorkForHome, a campaign calling on people to donate what they’ve saved by working from home. It could be the £4 saved on a supermarket meal deal, the £10.75 spent on weekly coffees, the £35 spent on after-work drinks, the money saved on a weekly travel fare or whatever else people have saved on by working from home. Lots of people have been donating and lots of famous faces have backed it online including Stephen Fry, Edith Bowman and Mandip Gill.

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)