The sixth 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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Homeschool Channel
Chicken Soup for the Soul Entertainment with Rooney Partners
homeschool channel
Chicken Soup for the Soul, best known for its feel-good books, is providing parents and caregivers thrown unexpectedly into home schooling a bit of reprieve through a free educational Homeschool Channel via its video-on-demand network, Crackle Plus. The new streaming service offers 100 hours of  instructional programming for kids age eight and younger including series such as Chicken Soup for the Soul Entertainment’s Animal Tales, Alphabet Safari, and Baby Einstein. The company’s other divisions are providing other offerings to ease the collective pain of the pandemic. It’s pets division has donated or delivered roughly 21,000 pounds of dog and cat food, providing roughly 100,000 meals to animals in need. Chicken Soup for the Soul: Inspiration for Nurses and Chicken Soup for the Soul’s 20th Anniversary Edition are downloadable for free.

Stay Singing, Stay Dancing, Stay Connected
Virgin Media with TinMan

To help keep the nation’s spirits up (and have some fun in the process), Virgin Media partnered with a bunch of talented kids during lockdown over the Easter holiday, with the goal of staying connected as a virtual choir and create an epic online performance of Starship’s Nothing’s Gonna Stop us Now. The film, created by adam&everywhereDDB, featured 30 children ages 7-14 from London’s Capital Children’s Choir and The Avenues Youth Project, who recorded themselves singing the 1987 track. They got nice play, too, airing on ITV during Who Wants To Be A Millionaire and Channel 4 during Gogglebox, as well as online, on-demand and across Virgin Media’s social platforms.


Arunachal Pradesh Police with Lowe Lintas and Golinopinion

Technically, keeping Indian citizens safe and at home during the Covid-19 pandemic is the responsibility of local police forces — but it’s not humanly possible either. So the Arunachal Pradesh Police, which serves India’s most northeastern state, took a cue from their counterparts in Mumbai and Punjab, which successfully used public relations campaigns to promote self-policing. The resulting digital campaign included a video featuring residents of Arunachal Pradesh vowing to stay home — kids promising to not go out to play (or allowing their siblings to), adults ensuring they will keep family members in and individuals of all ages and gender taking responsibility for themselves, capped by the tagline #I am Arunachal Police.”

Old Forester Bourbon with Current Global

When the Kentucky Derby (and all the betting and mint julep drinking that goes with it) was postponed for the first time, in 1945, racing die-hards filled that void (sort of) watching 20 turtles go neck-and-neck to the finish line, and a qualifying spot in the end-all event: The Kentucky Turtle Derby. So Old Forester Bourbon decided to host a turkey derby again this year, albeit airing it online rather than in front of fans like the original one. The 9-minute video had all the makings of a full-fledged horserace, including racer profiles, a bugler, slo-mo replays — and a plug for the event sponsor.  


Kansai Nerolac Paints with Perfect Relations
Creative- NerolacXGiveIndia (2)
With the business shutdown robbing India’s 2.5 million painters of their livelihood, Kansai Nerolac Paints, India’s largest industrial and decorative paint company, is putting out the rallying call for brands across its sector to support members of the trade in these dire times. The company has already provided short-term relief to more than 30,000 painters through the Nerolac Premium Painter Pragati Programme. But Kansai Nerolac is now calling on other companies to help support day wage painters, particularly those who fall ill, by contributing to a fund through GiveIndia, encouraging them to come together for the cause.

Do What Has To Be Done
Pendleton Whisky with FWV

As the “whisky of the great American West,” Pendleton Whisky has rallied to support the western athletes facing tough financial times due to the cancellation of the events, like rodeos, that enable them to earn a living. On top of donating $100,000 to the Western Sports Foundation’s Protect The Ride Campaign, the Oregon-based distillery teamed up with a host of Western-style stars on a digital fund-raising campaign to further aid athletes on that circuit, calling on consumers in a video to abide by “true western tradition” by doing what has to be done. Donors can give directly to the campaign, or purchase a Pendleton Whisky bandana, through — with all proceeds going directly to the fund.

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)