Stay home, stay safe: Brands try to convey message of optimism amid crisis

Advertisers ask consumers to stay calm and keep their distance, find ways to keep the engagement going under a lockdown

Caught in the grip of the global pandemic, brands are learning to tone down their pitch while finding ways to innovatively convey a message of optimism and safety in the midst of uncertainty. Stories of hope, ‘causevertising’ and in some cases, influencer-led requests are all being used to amplify the universal message of stay home, stay safe and break the viral chain.
 

While some brands began the communication journey around Coronavirus early, tying in humour, song-and-dance routines into the regular message of hand washing and social distancing, the narrative has completely shifted over the past week.

The tone is