- link Copy Url - [ Share on twitter ](https://twitter.com/intent/tweet?text=Brands Leverage Marketing Budgets to Share COVID-19 Messages https://www.3blmedia.com/markdownify/node/281031?absolute=1&via=3blnews "link to 3 B L Media's Twitter") - [ Share on linkedin ](https://www.linkedin.com/shareArticle?mini=true&url=https://www.3blmedia.com/markdownify/node/281031?absolute=1 "link to 3 B L Media's Linkedin") - [ Share on facebook ](https://www.facebook.com/sharer/sharer.php?u=https://www.3blmedia.com/markdownify/node/281031?absolute=1 "link to 3 B L Media's Facebook") - [ email Share via email ](mailto:?subject=Brands Leverage Marketing Budgets to Share COVID-19 Messages&body=ESG News from Porter Novelli https://www.3blmedia.com/markdownify/node/281031?absolute=1 "Share via email") [Responsible Business & Employee Engagement](/CSR-News/responsible-business-employee-engagement) # Brands Leverage Marketing Budgets to Share COVID-19 Messages Apr 3, 2020 4:40 PM ET Campaign: [2019 Porter Novelli/Cone Gen Z Purpose Study](/news/campaign/2019-porter-novellicone-gen-z-purpose-study) ![](/sites/default/files/styles/carousel_2x/public/images/nike_image.jpg) [Brands Leverage Marketing Budgets to Share COVID-19 Messages](https://www.conecomm.com/insights-blog/2020/4/3/brands-leverage-marketing-budgets-to-share-covid-19-messages) As the coronavirus global pandemic continues to grow across the world – [with half of humanity currently under “stay at home” orders](https://www.nytimes.com/2020/04/03/world/coronavirus-news-updates.html) – it is critical that each and every person play their part to slow and stop the spread. And as many brands shift operations, make major donations and activate employees to help, there is one other major resource brands have to offer: marketing spend. Here we’ve seen a number of brands step up to spread public awareness messages in the time of COVID-19: - In an effort to educate on the importance of physical distancing while also promoting a sense of unity during a time of self-isolation, ViacomCBS Entertainment and Youth brands have launched the [\#AloneTogether](https://www.3blmedia.com/News/AloneTogether-Media-Industry-Unites-Drive-Awareness) campaign, in partnership with the Ad Council. The effort is intentionally media agnostic so different partners can tailor the message to various audiences and platforms. Look out for social-led efforts from ViacomCBS, audio versions from iHeartMedia and custom #AloneTogether filters on Snapchat. - As consumers continue to stock up on staple items including toilet paper, many areas are continuing to be impacted by shortages. A new ad campaign from Kimberly-Clark toilet paper brand [Cottonelle](https://www.adweek.com/creativity/cottonelle-discourages-toilet-paper-hoarding-in-new-campaign/) seeks to stomp out fear and instead spread kindness. The campaign, entitled [\#ShareASquare](https://www.youtube.com/watch?v=mwQ1metUv2o), discourages consumers from hoarding products with a call to action stating “instead of stockpiling toilet paper, let’s stock up on generosity.” To make a more substantive impact, Cottonelle is donating $1 million, along with 1 million rolls of toilet paper, to the United Way Worldwide COVID-19 Community Response and Recovery Fund and for each post with the hashtag #ShareASquare, Cottonelle will make an additional dollar donation to the fund. - To create a rallying cry around the importance of staying indoors, Nike led with a simple yet impactful [message](https://www.adweek.com/creativity/nike-rallies-all-sports-fans-to-play-inside-play-for-the-world/), “If you have ever dreamed of playing for millions around the world, now is your chance. Play inside, play indoors.” To amplify these important words, Nike recruited athletes [including](https://www.adweek.com/creativity/nike-rallies-all-sports-fans-to-play-inside-play-for-the-world/) Sue Bird, Tiger Woods, Elena Delle Donne, Serena Williams and Saquon Barkley who have all shared this message over their social channels. And to make staying indoors a bit easier, Nike is giving consumers access to the premium features of the [Nike Training Club](https://www.adweek.com/creativity/nike-rallies-all-sports-fans-to-play-inside-play-for-the-world/) app. Marketers have long known the power of a message to influence – not only purchase intent but also action. Now more than ever, Purpose-driven marketers are harnessing the power of their channels to spread critical messages to change behavior and spur action at a time when each and every individuals’ actions are paramount to the health and safety of families, communities and the world at large. 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