Brands Find Ways to Lean Into Social Distancing Message

As governments around the world struggle to convince their citizens to stay home to curb the spread of the coronavirus, brands are stepping up to help.

Using their own platforms and marketing teams, Chiquita Brands, Coca-Cola and Mucinex are among the many companies that have debuted branded PSAs urging people to abide by official recommendations surrounding COVID-19.

Chiquita posted a version of its logo on Instagram this morning without its iconic mascot, Miss Chiquita. The caption explained that she was “already home,” and asked followers to “do the same and protect yourself.”

Inter Miami football club, the newest MLS team, altered its logo as well—moving its two white herons, usually side by side, a bit farther apart. “It has never been more important to heed the advice and direction of the authorities to stand for unity and participation in social distancing,” said the club’s vp of community engagement Chris Allan in a statement, adding that the club wanted to leverage its reach to spread the message.

This morning in Times Square, Coca-Cola ran an ad with a similar message, urging people to practice social distancing. On a red background featuring the Coca-Cola logo with the letters spread way out, the ad simply read, “Staying apart is the best way to stay united.” It was created by Mercado McCann in Argentina.

Ads promoting social distancing appeared this morning in Times Square.
Coca-Cola

In a campaign that launched Friday, Mucinex created a more exhaustive series of informational ads promoting facts about COVID-19 in an attempt to combat misinformation. The campaign encourages people to stay at least six feet away from others, debunks a myth that the virus is affected by the weather, promotes hand washing and asks people to refrain from touching their faces. Each ad directs people to COVID-19facts.com, a website run by the World Health Organization, Johns Hopkins and international experts.

Mucinex’s campaign, created by McCann New York and McCann Health New York with art by award-winning illustrator Noma Bar, will run across digital, social, print and out-of-home through the end of April.

Mucinex created a campaign to spread COVID-19 facts.
Mucinex

The campaigns are part of a broader trend among brands looking for ways to adjust their messaging, marketing and production in light of the global pandemic. Several alcohol brands, for example, have pivoted production to provide free hand sanitizer in the face of a shortage.

Others are doing what they can to support industry partners suffering from shelter-in-place orders that prevent customers from going out as usual. Fireball Whisky, for example, launched the World’s Largest Tip Jar on Friday to support bartenders who have lost their incomes as a result of COVID-19.



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