The third installment in our regular global showcase of how brands are using smart PR strategies to creatively engage communities, support society and provide relief.

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Our Fair Share
Sean “Diddy” Combs/Our Fair Share with Rogers &Cowan PMK 

With many shut out of the first round of funds, Sean “Diddy” Combs has launched a platform to help minority business owners secure US small business loans available for Covid-19 relief. Also meant for nonprofits, independent contractors and churches, Our Fair Share is designed to educate users about the Paycheck Protection Program and simplify the application process. Combs built Our Fair Share in partnership with The National Bankers Association and is working with multicultural organizations to help get funding directly into the hands of the minority small business community.

Paree with Golinopinion
Paree sanitary pads being distributed in Delhi NCR (2)
Dedicated to the idea that "PadsAreEssential", personal care company Paree launched an initiative to distribute sanitary pads to women throughout India who need them, particularly given the restricted access to products due to the Covid-19 pandemic.  The young company, committed to making menstrual hygiene products available to all women, rolled out its #SheFirst initiative with support from the women’s network CII-IWN, the meal provider Rasoi on Wheels and the Punjab Police and others. Tapping various channels, the groups have distributed free pads to women in cities including Punjab, Delhi and Gurugram, and to areas across across Delhi/ NCR and districts of Punjab.

Hellmann’s Food Relief Fund
Hellmann’s with Hellmann’s Team WPP (BCW, WundermanThompson and Mindshare) in partnership with the Hellmann’s brand team.
As part of Unilever’s United for America initiativeHellmann’s launched the Food Relief Fund that will provide $1 million to feed Covid-19 frontline workers and people in need in New York City, Hellmann’s birthplace.  Hellmann’s is providing $500,000 worth of meals to city hospitals through a partnership with Grubhub, and includes purchasing roughly 30,000 meals from the city’s ailing restaurants. Additional partners will be identified in the coming weeks, to distribute the remaining monetary commitment, specifically aiding New Yorkers in need.

Betches with The Sway Effect

Wanting to be a Covid-19 resource — but not at risk of losing its edge — the media company Betches has turned its platforms over to what it calls Quarantainment, a blend of curated and original digital content that provides news and information, as well as a bit of escapism for its young, female audience. A daily newsletter, multiple video series and podcasts (the Betches SUP podcast has been replaced by the SUP Daily Coronacast) are among the offerings. So are a new online dating series, the YouTube info series Dr. Mike’s Advice on Covid-19 and the Quarantine IQ Daily Trivia Game.

Bacardi with Harrison & Shriftman
Bacardi has gone all-in on its Covid-19 relief efforts. The rum company launched its #RaiseYourSpirits fund-raising initiative by pledging $3 million to help people in the food and restaurant business, saying, “We have been devastated to watch our longtime partners and friends lose their livelihoods virtually overnight.” And that was after an earlier $1 million donation from the company’s Patrón tequila brand. Just a few days earlier, Bacardi announced it would use its Puerto Rico distillery to produce, with help from Olein Refinery, the ethanol necessary for hand sanitizers, which were distributed free to US postal service workers as well as firefighters and police. Soon after, eight Bacardi-owned manufacturing sites across the United States, Mexico, France, England, Italy and Scotland joined the efforts to help produce more than 1.1 million liters of hand sanitizers, as worldwide demand continued to exceed supply.

Support Our Local F&B
Tiger Beer with AKA Asia
Tiger Support Local F&B
Singapore-born Tiger Beer is calling on the community to help the local food and beverage industry now, as well as through their recovery when they reopen. The brand’s Support Our Local F&B initiative is asking consumers to make $10 contributions through a fundraising page, which are distributed directly to local coffee shops, bars and pubs. Tiger, in turn, is thanking donors with digital drink vouchers for two beers at one of the establishments when it’s back in business, encouraging customers’ patronage.

You can find earlier Creative Showcases here:
Covid-19 Creative Showcase (April 17, 2020)
Covid-19 Creative Showcase (April 24, 2020)