Covid-19

Agency: dentsu health | Market: US

We worked with the Ad Council in the US on a national communications effort to increase confidence in vaccination against COVID-19. Special attention was given to developing content tailored to reach and resonate with the Black and Hispanic communities, in light of systemic inequities that contribute to mistrust of vaccines among communities of colour.

Our integrated health practice, dentsu health, worked pro bono on the campaign to develop consumer insights and a national media strategy, informing creative development and providing a comprehensive placement framework for the creative assets.

Agency: Merdeka LHS | Markets: Malaysia, Global
Client: Coca-Cola

When the pandemic began, Coca-Cola halted its normal advertising in most world markets, and redeployed funds to support local community relief programmes and promote public health messaging. 

But as a brand that prides itself on optimism, Coca-Cola also wanted to remind the world of the light within us all, even in these dark times. We helped Coca-Cola highlight the achievements of real people during the pandemic, to celebrate the human spirit.

Our Malaysian agency, Merdeka LHS, worked with Coca-Cola to create a campaign that would bring this message to the world. This needed to send a sincere message that had nothing to do with sales or brand recognition. Instead, its sole purpose was to inspire hope and positivity.

We decided to shine a light on the many unsung heroes who have stepped up for humanity during the pandemic.

“For The Human Race” celebrates resilience and optimism, by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis. These were real stories from across the globe, with people from all walks of life, each going above and beyond for mankind. The message was clear – by celebrating resilience and positivity, we let the light of humanity shine.

Despite zero media investment, Coca-Cola made organic waves across the globe with its message of hope. The campaign received coverage on traditional media, trade media, digital media, PR articles and more. It was also featured on news portals and publications worldwide, such as the New York Times. Major TV stations also volunteered to air our global film for free across Asia Pacific. The global film created a 419 million reach and 167 million views, while our mini stories of unsung heroes earned a 53 million reach and 26 million views. Overall, the campaign created an 85%+ positive sentiment for the inspiring human stories.

Pratik Thakar, Integrated Marketing Communications Director, Coca-Cola commented: “Every day, we are inspired and uplifted by countless acts of selflessness, kindness and courage from people around the world. Through this short global film, we wanted to recognise and pay tribute to positivity, togetherness and the generosity of the human spirit.”

Agency: dentsu InDeed | Market: India

At the start of the pandemic in India, the country had only an estimated five to eight ventilators per 100 hospital beds. There was also a massive shortage of isolation centres, with only seven isolation hospital beds per 10,000 Indians. State governments urgently needed support for PPE kits, N95 masks, ventilators, pumps, beds and medicines in large volumes.

Through dentsu’s Indian social impact platform InDeed, we focused our resources and connections to help the situation. This included supporting frontline workers with materials and supplies, aiding vulnerable sections of society – and highlighting donation opportunities for brands that could have a real impact in communities.

To date we have implemented more than 30 social impact projects in multiple regions across India.

We sourced logistics partners to help overcome the hurdle of the “last mile” for delivery of supplies to locations where aid was desperately needed.

Through building up strong relationships with the governments of Maharashtra, Gujurat, Tamil Nadu, Delhi, Haryana, and the police forces of Maharashtra and Karnataka, we coordinated and connected organisations to support many NGOs and hospitals.

We worked with partner brands to help supply PPE kits and N95 masks to frontline healthworkers and police – including MG Motors, HSBC, Vivo Communication Technology and L&T.

We also set up an online community awareness programme in partnership with auto and truck parts maker Bridgestone. Experts from different sectors provided helpful insight and advice on dealing with the pandemic challenges.