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May 6, 2020

15 Heartwarming Examples Of Marketing During The Coronavirus Crisis

If the coronavirus crisis has taught us anything, it’s that human beings are pretty decent when it comes down to the nitty gritty. From 100-year-old Captain Tom Moore raising millions for the NHS by walking lengths of his garden, to the simple act of stepping out to applaud frontline workers, people have come together like never before during this crisis. 

It’s not just been individuals who have gone the extra mile. Businesses and brands have been quick to get in on the social media action, and who can blame them for wanting a slice of this particular feelgood pie?  Everywhere you look there are efforts, big and small to support others during the coronavirus crisis. 

Showing off their big hearts and even deeper pockets are the likes of Google, which donated a hefty $250 million in ad grants to the World Health Organisation and government agencies, while the BP Foundation gave $2 million to the World Health Organisation’s Solidarity Response Fund. 

Proving there’s more to them than tasty meatballs, furniture retailer Ikea has pledged around $28 million to help high-risk groups across 30 countries. 

We heartily approve of branding goddesses Khloe and Kim Kardashian demonstrating an awareness of the world beyond their shapely derrieres. The reality stars are donating a percentage of sales from their Good American and Cotton Collections, respectively, to the charity Baby2Baby, which provides children living in poverty with their basic essentials. 

Publisher Penguin Random House has donated a whopping 750,000 books to support young children in the US affected by school closures – so they’ll have no excuse for not doing their homework, and over in Spain, Cabify for Heroes has given free transport to medical workers in Madrid. 


But it’s not just massive international efforts that are rocking our world. Other brands are focusing much closer to home.  Aldi has set up a voucher scheme aimed at vulnerable people who can’t get out and about during lockdown. They can buy a voucher and post it to a family member or friend, who can use it to do their shopping. Genius. 


Feeding NHS staff was one of the easiest ways to show their support and Pret was one of the first to extend an offer of free or discounted munchies to health workers. 

Bosses at UK mobile network Giffgaff clearly thought along practical lines, and gave free access to NHS websites and the 111 number free to all its members, and also set up a neighbourly fund, kicking off with a £75k donation. 

Electric bike retailer Fully Charged offered its e-bikes to hospital workers in London free of charge for three months to help them avoid disrupted public transport, while those in the capital can raise a glass to London brewery Toast Ale. It switched to an online service, offering free deliveries to firms giving staff a virtual after-work drinks party, while all profits to the food charity Feedback. 

Nobody’s letting the arts slip either, as we enjoy our enforced couch potato-dom. Apart from Matt Lucas’ earwormy (but very clever) Baked Potato song – and now book – raising squillions for the NHS – music lovers haven’t been left in the lurch by Essex start-up Hey Joe Music.

It had barely opened its doors before the lockdown hit, but bounced straight back by offering a home delivery for customers – booooom!

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A post shared by Hey Joe (@heyjoemusicuk) on

And before someone says it, nobody’s forgetting freelancers either…

Those with creative flair have shown their hearts too. Artist Takashi Murakami partnered with streetwear brand Supreme to create a groovy T-shirt, sales of which have raised over $1 million for the charity Help USA, supporting people facing homelessness.


The coronavirus crisis has brought out the best form of national pride too, and with VE day coming up, Brentwood Council’s among those eager to participate. Be there at midday on 8th May, don’t be square and don’t forget to have a (disposable) tissue at the ready. 

Still not inspired by the wave of love and goodness prompted by the coronavirus lockdown? Well all we can say is maybe you need to sing a rainbow… 

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Scheenagh Harrington


Mum of three. Wife of one. Wordsmith. Living proof you can love Clive Barker and Jane Austen. Eater of (too) many cakes.

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