Faced with an unprecedented challenge, nonprofits and communications agencies work together to address the issues and adverse effects brought about by the Covid-19 crisis.
Creating a communications campaign takes months–and in some cases, years–to complete. From insighting, ideation, coming up with creative executions, media planning (and actual buying of placements), testing and digital, and PR cascade, all these processes take countless hours to accomplish, and even more to be launched. But since the pandemic happened, many organizations were forced to scrap whatever plans they were cooking up in replacement for ones that address their and their customers’ needs under these circumstances. Among them are nonprofits, who are either having a hard time keeping up with increased demands for their assistance, or having a hard time fulfilling their promises.
Feeding America and Colle McVoy
Feeding America, a nonprofit that aims to provide relief for hunger, and its network of food banks across the U.S. was one of the organizations that was heavily affected by the coronavirus. In its website, it says that in the wake of Covid-19, food insecurity and hunger continues to grow due to the rise of unemployment. It estimates that more than 54 million people, including 18 million children are at risk of experiencing food insecurity due to Covid-19.
In response to growing demands, the Ad Council brokered a partnership between Feeding America and Colle McVoy to boost donations. In its website, the Minneapolis-based agency says, “In partnership with the Ad Council, Colle McVoy created a broadcast PSA for Feeding America that depicts the growing need to feed millions and inspire people to donate to the organization’s COVID-19 Response Fund. Called I Got You, the powerful spot was lauded by Muse by Clio, MediaPost, Little Black Book, Shoot, and other media outlets.”
“The heartbreaking images at food banks across America show just how much hunger is spreading during this pandemic,” said Christine Fruechte, CEO of Colle McVoy. “This campaign thoughtfully combines some of these emotive images with the powerful lyrics of Ciara’s song to evoke the strong American spirit to help others and inspire people to donate to Feeding America and the 54 million Americans in need.”
Working quickly to address the issue, Mike Caguin, CCO of Colle McVoy mentioned how the agency was briefed on a Friday and had concepts ready by Monday.
Make-a-Wish and One & All
The pandemic forced international nonprofit, Make-A-Wish, who works to make the wishes of children with critical illnesses come true, to delay their plans of launching an elaborate campaign built around the idea of celebrating (which has been in the works since October) last March.
Working with One & All, a social cause-focused communications agency with offices in L.A. and Atlanta, Make-A-Wish instead created a campaign to encourage kids, whose travel-related wishes have been delayed due to Covid-19. Dubbed “Messages of Hope”, the campaign asked people to share messages of encouragement, hope, and inspiration to these kids by using the hashtag #WishesAreWaiting.
Best Friends Animal Society and TBWA
Best Friends Animal Society, a nonprofit animal welfare organization that does outreach, rescues and promotes animal adoption all over the country, collaborated with TBWA\Chiat\Day Los Angeles to create a film advert that aims to boost donations. Entitled “Pet-to-Pet”, the material shows a dog barking messages to pets of viewers, with humans being encouraged to read the subtitles intended for them.
“With Covid-19 sweeping the nation, we wanted to take a different approach to drive donations, especially in the hardest moment to do so,” explains Bruno Acanfora and Ariel Abramovici, creative directors at TBWA\Chiat\Day LA. “Instead of asking people for support, we asked their pets. We feature a dog ‘talking’ to other dogs and cats at home – it’s what the agency calls a Pet-to-Pet ad. We hope this film brings joy to pet lovers and drives donations to an incredible cause.”
The agency has a long history of providing pro bono work for the nonprofit that began with the passion of TBWA\ chairman Emeritus, Lee Clow.
