2. O V E R A L L A P P R O A C H
2
Continue responsible stewardship of your business in uncertain times,
putting our creativity to work to help your brand take insightful action
and assist your communities at a time of crisis.
Right now, it’s not about us. It’s about how we can help.
3. ALL BRANDS, REGARDLESS OF INDUSTRY, ARE AT THE SAME CROSSROADS
3
URGENT REACTION RESPONSIBLE PROACTIVITY
How to use media already in flight
How to respond to canceled media or moments
What to say, if anything at all
How directly to address the subject, and in what tone
Relevance of a brand’s platform
and planned messaging
Determining the brand’s role
“Show up or shut up”
Where to have an impact
Whom to impact
Investment needed to meaningfully impact
Adapting to the changing cultural mood
and consumer experience
4. DOS AND DON’TS
4
DO DON’T
BE REAL
Communicate authentically with people—be honest and
human, not slick/corporate. We don’t have all the answers.
We can’t fix the problem. How CAN we assist?
BE USEFUL
Identify unmet needs and use our resources to find creative
ways to meet them. It’s about actions—not ads.
BE TRUE TO THE BRAND
We’re a leader. How can we act like one at this time?
BE OPPORTUNISTIC
Doing brand actions in a way that feels solely designed to get attention or
positive press during a crisis time; not actually meeting a need or adding
genuine value.
BE INSENSITIVE
Making light of the direness of the situation (even if the audience does too).
Assuming we have a role or place in the conversation that we don’t.
BE TERRITORIAL
Not doing something helpful or pitching in just because another brand
already has and we won’t get sole credit for it.
5. PANDEMICS FOLLOW A CURVE, AND EVERY COUNTRY’S AT A DIFFERENT
STAGE
5
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
SITUATION
Outbreak begins in
isolated cases
Pandemic “made
real,” initial spike in
cases; restrictions
start
Exponential rise in
cases; restrictions
escalate or extend
Widespread cases;
restrictions are a
way of life
Reduction in cases;
restrictions begin to
lift and life resumes
6. WE DON’T HAVE ALL THE ANSWERS —BUT HERE’S WHAT WE DO KNOW:
6
The pandemic’s progression
is extremely unpredictable.
We don’t have the ability to
predict where things will be in
a week, let alone a month.
Every country is at a
different point right now,
and therefore what’s fine in
one country may be extremely
insensitive somewhere else.
We know the cadence,
not the calendar. While we
feel comfortable predicting
what we’ll need to do now,
near-term, and further out,
rapid changes to the
situation mean we have to
be comfortable with fluid
timelines for production and
launch of assets.
Nearly every brand is
responding somehow,
which means we must use
our platform to add genuine
value and be there for
consumers in a way that
meets a true unmet need.
How consumers are
behaving and their
sentiment changes rapidly,
meaning the levity they want
today may not be the mood
they’re in tomorrow, which
requires us to be VERY
careful about how we choose
to communicate.
7. THE CALM BEFORE THE STORM
7
While we need to be true to ourselves and what we
stand for, we also are at a critical, frightening
moment:
NOTE: It’s been helpful for us take a moment to pause with our brands, connecting brand
purpose to the recommended action strategy. Whatever a given brand stands for is likely
about to change, be challenged, or be more important than ever. While we hope things will
return to normal soon, there will likely be lasting changes in the social, psychological,
cultural, and economic landscape that will change the way we market for a long time.
For brands that are reluctant to pivot, use this as a call to arms to reinforce why their
purpose necessitates their helpfulness during what is inevitably going to be a dark and
difficult time for many.
It can also be tempting for brands to react too quickly based on a desire to do something.
You can use this moment to acknowledge the brand’s potential role later in the crisis, but
urge cautious responsibility now in their actions as the situation develops.
8. SOCIAL IMPACT
How can our brand fill in social gaps and losses in
consumers’ lives as they navigate uncertain times?
FINANCIAL NEEDS
Address hardship caused by COVID-related measures
and individuals with affected livelihoods
IMMEDIATE NEEDS
How can we provide reassurance and
do the right things (within our power) for
public health and safety?
WHAT NEEDS CAN BRANDS ADDRESS DURING THIS CRISIS?
8
9. HOW WILL THESE NEEDS EVOLVE AS THE PANDEMIC PROGRESSES?
9
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
SITUATION
Outbreak begins
in isolated cases
Pandemic “made real,”
initial spike in cases;
restrictions start
Exponential rise in cases;
restrictions escalate or
extend
Widespread cases;
restrictions are a
way of life
Reduction in cases;
restrictions begin to lift
and life resumes
IMMEDIATE
CONTEXT
Health and safety
procedures
Resource and supply shortages
More thoughtful, discerning
spending; responsibly
indulging in luxury
ECONOMIC
CONTEXT
None
Job loss and instability,
particularly with hospitality
and service workers
Under- or unemployment, reduced
or reprioritized spending, recession
More thoughtful, discerning
spending; responsibly
indulging in luxury
SOCIAL
CONTEXT
Denial, reluctance,
distancing, or
depersonalizing
Confused and anxious;
looking for help or ways to
help out
Reality sets in; people begin
grappling with existential
doubt/dread
Acceptance; people are
seeking new ways and
solutions to cope with this
“new normal”
Lasting alteration of our
perspective on what matters;
seeking joy, appreciating life
Note: May add additional detail based on consumer relevance (social context) or industry-specific impact (economic context).
10. APPROXIMATELY HOW LONG MIGHT WE BE IN EACH STAGE?
10
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
Note: A common brand question so far has been how long we can expect to be “serving” each brand role. This
is a rough estimate based on current trends in the pandemic as a general guideline for planning efforts.
Weeks Weeks to a
month
Months Long-term,
ongoing
11. A REMINDER ABOUT NEEDS
11
Self-
actualization
Self-esteem
Belonging
Safety, security
Basic needs
The future
Fulfillment
Purpose
Achievements
Learning
Growth
Community
Friendship
Entertainment
Health
Housing
Employment
Air
Food
Water
STAGE 5:
RECOVERY
STAGE 4:
POST-PEAK
STAGES 2–3:
SPREAD, PEAK
When considering content, consider
the hierarchy of needs: People will
focus on the lowest level of unmet
need first before being ready to
address higher ones.
Encourage brands to ask: What’s of
greatest concern right now for our
audience? What takes precedence?
Generally, it’s best to make sure the
lower levels are covered before
moving up, to avoid being seen as
focusing on the wrong things.
12. WHAT ROLE DOES (BRAND) PLAY AT EACH STAGE?
12
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
SITUATION
Outbreak begins
in isolated cases
Pandemic “made real,”
initial spike in cases;
restrictions start
Exponential rise in cases;
restrictions escalate or
extend
Widespread cases;
restrictions are a
way of life
Reduction in cases;
restrictions begin to lift
and life resumes
IMMEDIATE
CONTEXT
Health and safety
procedures
Resource and supply shortages
More thoughtful, discerning
spending; responsibly
indulging in luxury
ECONOMIC
CONTEXT
None
Job loss and instability,
particularly with hospitality
and service workers
Under- or unemployment, reduced
or reprioritized spending, recession
More thoughtful, discerning
spending; responsibly
indulging in luxury
SOCIAL
CONTEXT
Denial, reluctance,
distancing, or
depersonalizing
Confused and anxious;
looking for help or ways to
help out
Reality sets in; people begin
grappling with existential
doubt/dread
Acceptance; people are
seeking new ways and
solutions to cope with this
“new normal”
Lasting alteration of our
perspective on what matters;
seeking joy, appreciating life
BRAND ROLE
Ask yourself:
How will your brand reassure
its employees? Prepare?
Ask yourself:
How can your brand make a
real, tangible difference? Put
its money where its mouth
is?
Ask yourself:
How can your brand
demonstrate empathy or
alleviate emotional burdens?
Ask yourself:
How can your brand provide
something good when things
have been bleak for awhile?
Ask yourself:
How can you cautiously re-
enter with optimism while
adjusting brand perspective
in line with relevant fallout?
13. WHERE TO FOCUS BRAND ACTIONS TODAY:
13
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
SITUATION
Outbreak begins
in isolated cases
Pandemic “made real,”
initial spike in cases;
restrictions start
Exponential rise in cases;
restrictions escalate or
extend
Widespread cases;
restrictions are a
way of life
Reduction in cases;
restrictions begin to lift
and life resumes
IMMEDIATE
CONTEXT
Health and safety
procedures
Resource and supply shortages
More thoughtful, discerning
spending; responsibly
indulging in luxury
ECONOMIC
CONTEXT
None
Job loss and instability,
particularly with hospitality
and service workers
Under- or unemployment, reduced
or reprioritized spending, recession
More thoughtful, discerning
spending; responsibly
indulging in luxury
SOCIAL
CONTEXT
Denial, reluctance,
distancing, or
depersonalizing
Confused and anxious;
looking for help or ways to
help out
Reality sets in; people begin
grappling with existential
doubt/dread
Acceptance; people are
seeking new ways and
solutions to cope with this
“new normal”
Lasting alteration of our
perspective on what matters;
seeking joy, appreciating life
BRAND ROLE
Ask yourself:
How will your brand reassure
its employees? Prepare?
Ask yourself:
How can your brand make a
real, tangible difference? Put
its money where its mouth
is?
Ask yourself:
How can your brand
demonstrate empathy or
alleviate emotional burdens?
Ask yourself:
How can your brand provide
something good when things
have been bleak for awhile?
Ask yourself:
How can you cautiously re-
enter with optimism while
adjusting brand perspective
in line with relevant fallout?
14. WHERE TO FOCUS NEAR - TERM PLANNING EFFORTS:
14
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
SITUATION
Outbreak begins
in isolated cases
Pandemic “made real,”
initial spike in cases;
restrictions start
Exponential rise in cases;
restrictions escalate or
extend
Widespread cases;
restrictions are a
way of life
Reduction in cases;
restrictions begin to lift
and life resumes
IMMEDIATE
CONTEXT
Health and safety
procedures
Resource and supply shortages
More thoughtful, discerning
spending; responsibly
indulging in luxury
ECONOMIC
CONTEXT
None
Job loss and instability,
particularly with hospitality
and service workers
Under- or unemployment, reduced
or reprioritized spending, recession
More thoughtful, discerning
spending; responsibly
indulging in luxury
SOCIAL
CONTEXT
Denial, reluctance,
distancing, or
depersonalizing
Confused and anxious;
looking for help or ways to
help out
Reality sets in; people begin
grappling with existential
doubt/dread
Acceptance; people are
seeking new ways and
solutions to cope with this
“new normal”
Lasting alteration of our
perspective on what matters;
seeking joy, appreciating life
BRAND ROLE
Ask yourself:
How will your brand reassure
its employees? Prepare?
Ask yourself:
How can your brand make a
real, tangible difference? Put
its money where its mouth
is?
Ask yourself:
How can your brand
demonstrate empathy or
alleviate emotional burdens?
Ask yourself:
How can your brand provide
something good when things
have been bleak for awhile?
Ask yourself:
How can you cautiously re-
enter with optimism while
adjusting brand perspective
in line with relevant fallout?
15. WHEN TO CONSIDER NUANCING, RETURNING TO CAMPAIGNS:
15
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
SITUATION
Outbreak begins
in isolated cases
Pandemic “made real,”
initial spike in cases;
restrictions start
Exponential rise in cases;
restrictions escalate or
extend
Widespread cases;
restrictions are a
way of life
Reduction in cases;
restrictions begin to lift
and life resumes
IMMEDIATE
CONTEXT
Health and safety
procedures
Resource and supply shortages
More thoughtful, discerning
spending; responsibly
indulging in luxury
ECONOMIC
CONTEXT
None
Job loss and instability,
particularly with hospitality
and service workers
Under- or unemployment, reduced
or reprioritized spending, recession
More thoughtful, discerning
spending; responsibly
indulging in luxury
SOCIAL
CONTEXT
Denial, reluctance,
distancing, or
depersonalizing
Confused and anxious;
looking for help or ways to
help out
Reality sets in; people begin
grappling with existential
doubt/dread
Acceptance; people are
seeking new ways and
solutions to cope with this
“new normal”
Lasting alteration of our
perspective on what matters;
seeking joy, appreciating life
BRAND ROLE
Ask yourself:
How will your brand reassure
its employees? Prepare?
Ask yourself:
How can your brand make a
real, tangible difference? Put
its money where its mouth
is?
Ask yourself:
How can your brand
demonstrate empathy or
alleviate emotional burdens?
Ask yourself:
How can your brand provide
something good when things
have been bleak for awhile?
Ask yourself:
How can you cautiously re-
enter with optimism while
adjusting brand perspective
in line with relevant fallout?
16. F OR A BRAND, T HE DI F F ERENCE BET W EEN BEI NG
HEL PF UL AND BEI NG OPPORT UNI ST IC I S AL L ABOUT
T ONE
16
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
SITUATION
Outbreak begins
in isolated cases
Pandemic “made real,”
initial spike in cases;
restrictions start
Exponential rise in cases;
restrictions escalate or
extend
Widespread cases;
restrictions are a
way of life
Reduction in cases;
restrictions begin to lift
and life resumes
BRAND ROLE
Ask yourself:
How will your brand reassure
its employees? Prepare?
Ask yourself:
How can your brand make a
real, tangible difference? Put
its money where its mouth
is?
Ask yourself:
How can your brand
demonstrate empathy or
alleviate emotional burdens?
Ask yourself:
How can your brand provide
something good when things
have been bleak for awhile?
Ask yourself:
How can you cautiously re-
enter with optimism while
adjusting brand perspective
in line with relevant fallout?
TONE N/A
Considerations:
Earnestness
Transparency
Proactivity
Straightforwardness
Considerations:
Empathy
Vulnerability
Understanding
Perspective
Considerations:
Resilience
Cautious positivity
Self-awareness
Some levity
Considerations:
Reflectiveness
Wisdom
Togetherness
A return to joy
17. THOUGHT STARTERS
17
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
SITUATION
Outbreak begins
in isolated cases
Pandemic “made real,”
initial spike in cases;
restrictions start
Exponential rise in cases;
restrictions escalate or
extend
Widespread cases;
restrictions are a
way of life
Reduction in cases;
restrictions begin to lift
and life resumes
BRAND ROLE
Ask yourself:
How will your brand reassure
its employees? Prepare?
Ask yourself:
How can your brand make a
real, tangible difference? Put
its money where its mouth
is?
Ask yourself:
How can your brand
demonstrate empathy or
alleviate emotional burdens?
Ask yourself:
How can your brand provide
something good when things
have been bleak for awhile?
Ask yourself:
How can you cautiously re-
enter with optimism while
adjusting brand perspective
in line with relevant fallout?
TONE N/A
Considerations:
Earnestness
Transparency
Proactivity
Straightforwardness
Considerations:
Empathy
Vulnerability
Understanding
Perspective
Considerations:
Resilience
Cautious positivity
Self-awareness
Some levity
Considerations:
Reflectiveness
Wisdom
Togetherness
A return to joy
WHAT COULD
WE DO?
N/A (insert tactics here) (Insert tactics here) (insert tactics here) (insert tactics here)
18. CHANNEL CONSIDERATIONS
18
STAGE 1:
WARNING
STAGE 2:
SPREAD
STAGE 3:
PEAK
STAGE 4:
POST-PEAK
STAGE 5:
RECOVERY
SITUATION
Outbreak begins
in isolated cases
Pandemic “made real,”
initial spike in cases;
restrictions start
Exponential rise in cases;
restrictions escalate or
extend
Widespread cases;
restrictions are a
way of life
Reduction in cases;
restrictions begin to lift
and life resumes
BRAND ROLE
Ask yourself:
How will your brand reassure
its employees? Prepare?
Ask yourself:
How can your brand make a
real, tangible difference? Put
its money where its mouth
is?
Ask yourself:
How can your brand
demonstrate empathy or
alleviate emotional burdens?
Ask yourself:
How can your brand provide
something good when things
have been bleak for awhile?
Ask yourself:
How can you cautiously re-
enter with optimism while
adjusting brand perspective
in line with relevant fallout?
CHANNELS
Consider:
None
Consider:
Channels that can support
outreach, impact efforts
Consider:
Organic community
engagement focus for
authenticity
Consider:
Continuing to focus on
community outreach; can
resume paid or consider
promoting e-comm in
appropriate circumstances
Consider:
Restoration of paid media
efforts; continue to focus on
community engagement
