With brand output slowing to a trickle and agencies making painful cuts, at least one organization is still looking for creative talent.
The United Nations released its first-ever open brief to creatives, calling on industry professionals to help translate public safety guidelines into different languages and cultural contexts as the World Health Organization leads the global fight against the coronavirus pandemic.
“We are in an unprecedented situation, and the normal rules no longer apply. We cannot resort to the usual tools in such unusual times,” UN secretary general António Guterres said in a statement. “The creativity of the response must match the unique nature of the crisis—and the magnitude of the response must match its scale.”
All content shared with the UN will be considered for co-branding and distribution through its media channels and partner platforms.
Meanwhile, brands, agencies and media companies are continuing to step up to the plate in that regard with public service announcements and donated media time. NFL players and actors from the 2011 film Contagion each appeared in ensemble PSAs encouraging people to stay in their homes, a Cottonelle campaign discouraged toilet paper hoarding and United Airlines donated its media space to UNICEF.
Patrick Kulp
Emerging Tech Reporter, Adweek
Patrick.Kulp@adweek.com
