NIKE AND GRAZIA
In the space of a month, the world has become a very different place. Despite this, the PR wheel has not stopped turning, nor should it, and there have been some highly creative and inspiring campaigns. As recently discussed in our media relations during COVID-19 blog post, there are still opportunities for brands to be heard, but it is vital that their communications are handled sensitively and in a way that will resonate with their audience. Here are a couple of our favourite campaigns which do just that.
Nike - Play Inside, Play for the World
Since the beginning of the outbreak, thousands of high-profile events have been cancelled, from music festivals to business conferences. The absence of sport, including the Six Nations, Premiere League and even Wimbledon – which has been cancelled for the first time since the Second World War – has left a big hole in the year’s proceedings.
It’s understandable that many will feel isolated in these times because, physically, we are. To combat this, Nike launched a campaign dubbed ‘Play Inside. Play for the World.’ to keep everyone united through sport. Launched with a simple social media post, endorsed by its impressive roster of athletes including Lebron James and Tiger Woods, the campaign encourages people to play for the same team by playing inside, and has been supported with free fitness videos to keep the world moving.
Why we like it: The message is effective. Sports are often team-orientated, and events inherently involve large crowds. The idea that everyone can be playing for the same team by playing on their own, communicates the social distancing message whilst igniting solidarity.
Grazia x NHS Heroes
The leading women’s consumer title released a special edition of the magazine to pay tribute to NHS staff serving on the frontline of the Coronavirus outbreak. There are four different covers featuring four inspiring women: Dr Janitha Gowribalan, Dr Rosena Allin-Khan, paramedic Sarah Blanchard and nurse Richenda Browne. The issue was produced despite each member of the editorial team working from home and the cover photos were taken in NHS car parks before the staff went back to their day jobs.
Why we like it: This move from Grazia is hyper-relevant to the current world climate. NHS staff are at the centre of the pandemic in the UK, so delivering a powerful issue with stories from real people experiencing it first-hand reiterates the message to readers about the importance of staying at home, whilst also highlighting that the publication delivers interesting and relevant content.