The seventh 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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British Red Cross Shopping Service

Huggg & the British Red Cross with Ready10

Gifting platform Huggg has teamed up with the British Red Cross to help get food delivered to those in need during the pandemic. Individuals who are isolated, vulnerable or unable to access supermarkets can have them delivered through the shopping service once the Red Cross verifies their eligibility through a phone call. Participants fill out a simple shopping list and pay online, making for a cashless, contactless experience. Purchases are delivered by British Red Cross volunteers who bring items to participants’ doors — all while adhering to government social distancing guidelines.

See a Smile, Send a Smile

Smile Train with Allison+Partners

In recognition of the pandemic’s frontline workers (including their own medical partners and staff), the nonprofit Smile Train launched an Instagram challenge centered around the idea of sending a smile. The See a Smile, Send a Smile challenge from the organization, which provides children with cleft lips or palate with corrective surgery, asked participants to draw a picture of a smile to share, while calling on friends and followers to do the same – tagging Smile Train and including the #seeasmilesendasmile hashtag. With help from celebs including former Miss Universe Demi-Leigh Tebow to Kris Jenner (who had traveled to Peru with Smile Train), the campaign yielded more than 80 million campaign impressions, from the 750+ user-generated posts during its first week. The campaign garnered nearly 30K new visits to Smile Train’s in Instagram profile during the first three days, as well as 888% increase in impressions on their owned content.

United Nations World Food Programme with Freuds

With 265 million people facing extreme hunger (double the number at risk before the Covid-19 pandemic) the UN World Food Programme launched the #MissingThisMeal campaign ahead of World Hunger Day on May 28 to raise awareness of the crisis — as well as funds to help feed the world’s most vulnerable people. The campaign encourages people to donate to WFP and bring the hunger crisis to the world’s attention by posting a photo on social media from a memorable meal with the hashtag #MissingThisMeal, and tagging those they shared the meal with (or other friends and foodies), challenging them to do the same. WFP’s centerpiece video is a take on cooking posts so frequently posted on social media — only, in this case, the short film shows that Covid-19 is emptying bowls faster than they can be filled.

Sabse Pehle Kya Karega? (What Will You Do First?)

Havmor Ice Cream with Perfect Relations
With lockdowns starting to lift, Havmor, a popular Indian ice cream brand, turned its attention to the question on everyone’s mind (and in a good way): What comes next? Centered around a light-hearted music video, with a catchy tune to boot, the campaign includes a string of home-shot videos of everyday folks singing about what they want to do most when life opens up. Their focus: simple pleasures such as getting haircuts and nights out with friends that, like ice cream, speak to the campaign’s message, khushiyan wapas le aao (bringing happiness back).


European Commission with Canela Spain
EU campaign
In celebration of the 250th anniversary of Beethoven’s 250th birth, the European Commission had planned to commemorate the occasion in the streets of Spain, asking people to play Ode to Joy (the EU’s official anthem) on their instrument of choice. But when the country locked down the commission took the campaign online, rather than scrap it. #BeethovenAtHome challenged people to play Ode to Joy their instruments of choice, and share their performances on the organization’s Spanish and Catalan Instagram accounts. More than 70 flutists, pianists and guitarists — as well as performers using glasses filled with water — participated, the top 25 of who will be treated to a concert at Barcelona’s Palau de la Música.

No Time For Pain
Volini with Lowe Lintas Mumbai

In its No Time for Pain campaign, Indian pain relief brand Volini is going full-on acknowledging how hard it is to manage work and home during the lockdown — but does so by highlighting the resilience with which people have mastered it. The campaign’s centerpiece, a short film, highlights life at home for people across India and what that means for them — mastering new skills like cooking, creating at-home workouts and holding it all together. Straightening up a cupboard is portrayed as a victory, as is overcoming the pain of pushing through.

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)