New COVID-19-themed support campaigns launched

New brand, supermarket and charity campaigns launched in the wake of the COVID-19 pandemic to provide support for social distancing, health measures as well as help support local businesses effected by the shutdown.

A range of new campaigns have launched by brands, charities, supermarkets and advertisers in the wake of the COVID-19 pandemic to provide support for social distancing, health measures as well as help support local businesses effected by the shutdown.

Master Builders Australia has launched a campaign to promote social distancing and hygiene on building sites around the country. The campaign will run for four weeks and is aimed at workers across the building and construction sector. The Association has also joined forces with the sector unions, the CFMEU and the AWU, to promote a safety culture during this time.

Master Builders Australia CEO, Denita Wawn, said it’s a substantial cultural change and conceded the new restrictions would slow down building work.

“Slower work is better than no work and that is why we are asking everyone in our industry to step up and be accountable for doing the right thing to keep each other and the community safe,” said Wawn.

It comes as Woolworths has taken a full-page print ad in daily newspapers with a message from the supermarket’s CEO, Brad Banducci, explaining ongoing product shortages, pleading for responsible shopping from consumers and explaining in-store safety measures during the pandemic.

As a health issue, the virus is seeing organisations in this sector release new campaigns to highlight the heightened risk for some people. One of those is the Heart Foundation, which has just launched a national campaign to help education people affected by heart disease about their increased risk of complications from COVID-19.

The campaign is in the style of a community service announcement and is structured around a simple, central message: “If you have heart disease, you are more vulnerable to severe COVID-19 complications. It may also worsen existing heart conditions’.

Heart Foundation CMO, Chris Taylor, said the campaign aims to raise awareness and provide information about the best ways to look after heart health for those with heart conditions.

“While this is a novel condition and many things about it are still unknown, relevant messages need to be delivered quickly to those at high risk of complications from COVID-19,” he said.

And to thank essential workers and support local businesses and charities across Australia, JCDecaux has launched a series of out-of-home campaigns. The ‘Thank You’ campaign is designed to thank those people in essential services - doctors, nurses, pharmacists, teachers, aged care workers, childcare workers, farmers, supermarket and warehouse workers, delivery drivers and cleaners - working to help the country combat the effect of COVID-19.

JCDecaux ANZ CEO, Steve O’Connor, said it wanted to acknowledge the many Australians working night and day through the unprecedented event.

“Our hope is they see this campaign on their way into work and home again, and they know that we recognise and applaud their contributions,” he said.

JCDecaux has also partnered with online restaurant guide, Broadsheet, to promote restaurant and cafe takeaway options to location specific audiences and RUOK? to promote its 'Stay Connected' message, as well as providing support to Government health messages.

The ‘Live List’ content will feature across JCDecaux smart frame digital panels in five capital cities via an API geo-targeted feed – ensuring audiences within specific suburbs can receive content with relevant offerings from local businesses near where they live. And it is supporting its charity partner, RUOK? by promoting its ‘Stay Connected’ messages across its Australian transit network, encouraging communities to look out for one another and to remind us that staying connected leads to stronger mental health.

VDX.tv has launched a community service announcement initiative to rally brands, agencies, publishers and spokespeople to contribute inventory or funds to support purchasing paid inventory and spokespeople in each country to record videos to help circulate the COVID-19-related messages.

VDX.tv CEO, Dilip DaSilva, said video is the best format for brands to communicate with relevant consumers “and the most effective format to inform people across the globe on how to combat and cope with the impact this virus may have on their families and communities”.

In another support initiative, Sydney branding team, Jonathan Samuel and Scott Dunn, from The Brand Management Company have launched a new social distancing t-shirt range, #onepointfiveplease, to reinforce social distancing rules. The initiative will also raise funds for mental health charity, Headspace.

The team has a purpose-built site onepointfiveplease.com.au to buy t-shirts which are printed with a big yellow circle and sourced and produced locally to support the community, with all proceeds going to Headspace.

Partner Scott Dunn said it wanted to tap the well-recognised Stop symbol for quick, universal recognition but adopted a yellow symbol to represent an action and supports the key message social distancing is everyone’s obligation.

“Greater awareness is a win-win and the more we stick to the rules the sooner we will all regain our freedom.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 


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