Covid-19: Should your organization be running digital ads right now?
As a company that works with progressives, our clients are organizations that advocate for things like paid family leave, universal health care, and safe conditions for working people. These are LITERALLY the things humanity needs right now. If your work or campaign is to advance something that could save lives, you should absolutely be promoting your cause, donation page, or online action.
That doesn’t mean you shouldn’t be thoughtful about what you’re putting out into the world. Don’t be a profiteer. Consider how your ads might look to someone who is newly out of a job or separated from family because of quarantine. Things are complicated and ever-changing right now — ad creative that might have been clever or amusing two weeks ago might no longer be appropriate. Negativity or explicitly partisan language probably won’t strike the right chord, but people are looking for opportunities to take tangible action, support good policies, and make a difference. If you can offer clear direction in this time of uncertainty, do it.
It’s a good idea to also be mindful of what you can offer your audience. Can you provide free resources, information, or services? If your organization is a union, can you provide free and accessible content about how to unionize or bargain for needed safety and health protections? If your organization is a reproductive rights organization, can you provide information about obtaining medical services for folks who have just been laid off and no longer have health insurance? This is the time to be in absolute solidarity with members of our community.
Because of the coronavirus, more people are home and online right now. If you’re thoughtful about your approach, there’s no reason your worthy cause shouldn’t be able to reach a new, engaged audience during this time.
If you need support as you think through your digital strategy during this unusual time, we'd like to help. Click to set up a free, 30-minute strategy call with our team.