Brands partner with charities to offer COVID-19 support

Looking to support key charities and offer practical help, the brands pledging money and working with charities during the virus crisis

A raft of brands, both local and global, are teaming up with charities and non-for-profits during the ongoing COVID-19 pandemic to offer support to people and donations of funds as the crisis continues to unfold.

Long-standing cleaning brand, Glen 20, which has gained renewed visibility during the virus crisis, has just released a new national TV campaign in partnership with non-for-profit organisation, Meals on Wheels Australia.

The food assistance organisation has seen a surge in demand for its home-delivered pre-prepared meals as people, particularly older and vulnerable folks, need to isolate at home to protect themselves from potential infection in the community.

Glen 20 is encouraging Australians to support Meals on Wheels during this difficult time. The brand’s parent company, RB Hygiene, said purpose-led partnerships are part of its larger purpose of promoting hygiene and it has a shared commitment to helping Australians.

RB Hygiene ANZ, marketing director, Arnaud Sudre, said “we are motivated by a common goal and we are excited to partner with the Meals on Wheels team and do our bit to support them during this unprecedented period”.

Also looking to offer timely support, Australian financial brand Suncorp has pledged $1 million to The Smith Family. The funds will go to support online learning for children who lack ready access to computers and internet during the crisis, which has required a rapid shift to home schooling and the problem of a digital divide for disadvantaged families.

Suncorp EGM brand and marketing, Mim Haysom, said it was proud to support The Smith Family in its quest to provide kids in need with access to online learning resources now it's become vitally important.

"This is the time to lend a hand to those most affected and ensure that no one is left behind,” Haysom said.

Optus is another brand partnering for good, announcing a ‘Donate Your Data’ initiative with the Australian Business and Community Network (ABCN) to provide disadvantaged secondary school students with a free Optus Prepaid mobile plan to keep them connected and support their studies.

The program supports ABCN schools, which are typically high needs* and located in low socioeconomic communities, to distribute several hundred SIM cards, with the aim of expanding the program to support 6,000 significantly disadvantaged students nationally.

The telco is also planning to expand the program and include more charities to help bridge the digital divide faced by young Australians living in disadvantage. Optus CEO, Kelly Bayer Rosmarin, said it wanted “to ensure students in most need are supported by the Donate Your Data initiative and have the connectivity in place to continue with their studies”.

In another COVID-related partnership, Instagram has teamed up with Greyhound Rescue to promote adoption of the retired racing dogs while people are isolating at home during the crisis. It’s timed to coincide with April’s ‘Adopt a Greyhound’ campaign which runs across the month.

It consists of six Instagram stories, which are 24-hour slideshows linked to a profile, with the tagline ‘There’s Never Been a Better Time To Adopt a Greyhound’ and is part of Instagram’s ongoing ‘Stories Can Do It’ campaign.

Overseas, numerous brands have announced initiatives to help during the crisis. Recommendation and review platform, Tripadvisor, for example, has released new features to assist local and small businesses survive the crisis, and has also announced it will donate up to US$1 million to COVID-19 relief efforts focused on the travel industry.

VIdeo platform, TikTok, has committed US$125 million in advertising credits to public health organisations and businesses affected by the crisis and it’s pledging US$250 million to support frontline workers, educators and local communities affected by the pandemic.

In a similar move, personal care brand Dove is turning some of its TV ads into public health announcements based on World Health Organization (WHO) guidelines and, in partnership with Vaseline, has donated US$2 million donation to Direct Relief to go towards PPE, ventilators and medicines for healthcare workers on the front lines. 

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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