The fifth 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 Bill and Melinda Gates Foundation With Weber Shandwick India

On behalf of the Bill and Melinda Gates Foundation, Weber Shandwick tapped young rappers from Dharavi — a Mumbai area known as Asia’s largest slum — to champion social distancing as a means of stopping the spread of Covid-19. The kids created a rap  rallying Indians living in the country’s most densely populated areas to keep their distance from one another. The song, performed in the languages most commonly spoken in such slums, became the basis for a video featuring lip-syncing Bollywood stars. It was viewed more than 1 million times on the day it was released, and has since reached reached 58 million viewers.

Clap-Counter For NHS
NHS Charities Together With Mc&T
The UK’s NHS Charities Together (the umbrella organization for 250+ NHS charities) thought it was due time to thank the healthcare workers that have been at it nonstop for months now — and they wanted to make sure they’d get the message. So the organization, with pro-bono help from Mc&T and Posterscope, launched a campaign that involves people expressing their thanks on Twitter, and then posting it on billboards for all to see. The digital displays come up outside 15 major hospitals daily at 7 a.m. and 7 p.m., targeting healthcare workers at the starts and ends of their shifts. There’s also a live counter tracking nearly 700,000 displays of gratitude at

#HealthcareHeroes Concert Series
Northwell Health With Rogers & Cowan PMK

This time last year, Northwell Health launched its Celebration of Service campaign, featuring a Side by Side event and concert in honor of members of the military and their families. This year, however, the event has changed due to Covid-19, morphing into a virtual concert series, as well as TV special, honoring healthcare workers as well as military families. The effort includes weekly Monday concerts featuring artists including Questlove, Meghan Trainor and Gavin DeGraw livestreamed on Northwell Health’s You Tube channel, leading up to the May 25 TV special.  Both provide opportunities for health care workers to have one-on-one conversations with the artists, and share their experiences from the frontline.

Keep Us Moving
Lucozade Sport With The Academy
keep us moving

Keep Us Moving Fund < With the fitness sector taking a big hit by the outbreak of the coronavirus, Lucozade Sport has created a fund with an initial £100,000 up for grabs for trainers, instructors and coaches who are unable to do their usual classes. The Keep Us Moving Fund is helping keep the nation active by paying fitness professionals for online workout sessions and streaming them over the Lucozade Sport’s IGTV and YouTube channels. Heavyweight Champ Anthony Joshua launched the campaign on his Instagram where he called on fitness experts from all fields to get involved and help everyone stay healthy.
Nos Movemos
Schindler with LLYC

Schindler came to LLYC with a two-part goal: boost employee’s pride, as well as morale, in keeping the company up and running, while also showcasing their work, and work ethic, for a larger audience. The organizations accomplished both with the video Nos Movemos (that’s We Move in English), which emphasizes that Schindler, known best as an elevator and escalator manufacture, does indeed move people in ways that are essential to keeping essential services, including healthcare facilities, up and running. Translated into multiple languages, the video kicked off a larger employee engagement program that incorporated communications from the company’s CEO.

Beach Cam
Palm Beach Marriott Singer Island Beach Resort & Spa With Mower
palm beach marriott
The Palm Beach Marriott Singer Island is making sure the beach stays fun — even if you can’t get to it right now. Every day, resort staff use beach chairs to spell out positive messages, sending them via the hotel’s beach cam for all to see. “We Love New York, “TY 1st Responders,” “God Bless USA” and “Healthcare Heroes” are some of the love notes they’ve sent so far.  Viewers across America can access a live video feed of the resort beach showcasing the positive messages. They also can also be viewed on the resort’s Instagram feed @marriottpalmbeach.

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)