There is nothing that hasn’t been impacted by the coronavirus. Like they say, it’s the entire ecosystem that has come crashing down – almost like Judgement day. But even in times like these – brands will adapt, consumers will evolve, and creative content will explode – giving respite during a crisis.

The advertising industry and all the creative minds together will never be able to take away all the grief but can remind audiences, why there is heart and trust when associating with a brand. Brands need to continue communication, but while keeping in mind a few filters:

1. Is the message perfect during this time?
2. Is the ad promoting a healthy outlook?
3. Is the communication mirroring society’s talk?
4. Is it adapting to new behaviors?
5. Is it uplifting society in any way?

Creatively, brands must open their outlook to what is happening around and restrict product-focused communication. It would be smart to avoid content that is contrary to government or health authorities. Instead, spreading the message of social distancing, washing your hands and safety measures with heart and concern – is key.

During these times, promotional content would be a no-go. It might (and we say might) work for the short-term, but once the crisis is averted – this would create a certain negative self-serving image for the brand. But if the communication of this promotion helps the consumer while also driving brand recall, then why not. A simple example is Burger King recently putting out their recipe of burgers, while also reminding audiences of the importance of social distancing.

Brands shouldn’t be seen taking advantage of the crisis. Being authentic to their core values is what audiences would appreciate, while also doing their part to help the society. After all, brands are made by people. And when brands serve them – through togetherness and solidarity – it will be remembered a long way.

Content from brands should put people and their emotions ahead of profits. Brands can adapt their products and services to help in these times of need. Simply put, advertising and marketing during times of crisis must be smart, emotional, intuitive, evolving and most importantly sensitive to what is going on.

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