“These unprecedented times,” the pandemic catchphrase, is starting to ring true again. Leaders and consumers across every industry are again navigating supply chain disruptions, ever-changing information and a general sense of confusion from consumers and stakeholders.
While today’s challenges and nuances are completely different than those faced five years ago, when COVID-19 burst onto the scene, communicators would be forgiven for experiencing déjà vu.
Where does your brand message fit with the headlines of the day? What do your key constituents need to hear from you, and when, and when should you step back to avoid contributing to the noise? Those questions – a constant in the communicator’s toolbox – took on new weight during the height of the pandemic, and do so again today.
At Brian Communications, we had the privilege of helping our client, Independence Blue Cross (IBX), lead and launch one of the most comprehensive regional public service campaigns in the country during COVID-19. And as we look back at that campaign – which launched with its first TV spot within 36 hours of the global pandemic declaration – we’re left with a few takeaways that still apply today:
1) People want to hear from a trusted leader.
In challenging times, everyone wants to know that there’s someone they can trust to lead them through uncertainty. And you can build trust by stepping up as that leader and communicating key messages with transparency and authenticity.
In some scenarios, that might be providing visibility into the actions your company is taking on a key issue.
During the pandemic, the need was for a leader to disseminate clear, reliable and timely information to guide consumers through the constantly-changing news and updates.
The WHO’s declaration of COVID-19 as a global pandemic unleashed a sudden, collective health and economic panic. Americans needed trusted information in the face of an unknown disease, and they weren’t sure where to turn for answers.
As a major player in the greater Philadelphia healthcare landscape, IBX had the credibility to be that leading voice. The company saw the opportunity to launch a communications campaign that would directly invest in the health of the region, and together, we created the comprehensive “Beat COVID-19" campaign to blanket the area in critical messages. We leveraged earned and paid media — including television, radio, print, out of home and digital — to reach people looking for the latest COVID-19 news and resources.
The campaign lasted nearly two years and established IBX as a trusted brand and reliable voice for pandemic-related information. It also allowed the public – both members and non-members – to see the company consistently stepping up and serving the community with up-to-date and useful messages.
2) Be timely, and speak to what you know.
Information changed rapidly during the pandemic, especially during the early days as health leaders around the world constantly assessed new information. Guidelines could become outdated within a matter of days, and timeliness in the state of heightened emergency was absolutely critical.
We navigated this with IBX by launching the campaign immediately with the best information available and consistently updating the messages to reflect the latest recommendations and regional restrictions. As the pandemic continued, messaging expanded to include information on accessing timely resources like telemedicine and mental health services. Later, activations such as a campaign with the Philadelphia Phillies to “Stay Home for the Home Team” responded to community morale and encouraged residents to stay strong.
The ever-changing nature of the campaign meant that the company could tailor each message to the latest news and needs of the community, balancing the need for speed with both accuracy and authenticity.
3) Engage the community.
One trusted voice is valuable. Several trusted leaders joining together to share the same message? Incredibly powerful.
Americans had wide-ranging opinions on what was happening during the pandemic, how to best protect themselves and others, and who could be trusted. One way to navigate this division was to unify a wide variety of voices behind a consistent message. And that’s just what we did.
In the early days, IBX and the Greater Philadelphia Chamber of Commerce brought together 48 Philadelphia-based companies, organizations and healthcare institutions to contribute to the spirit of “Together.” As the campaign continued, leaders from different sectors — business, government, healthcare, sports, influencing — lent their voices to encourage Philadelphians, share practical tips and promote vaccination. While IBX remained the leading voice in the campaign, the trustworthiness of their brand and the impact of the campaign was enhanced by engaging and including so many others.
Five years later, the communication needs look very different. Yet every industry is still facing uncertainty, and audiences are constantly looking for leaders they can trust.
Your strategy probably won’t be a public service campaign designed in 36 hours. But engaging those around you and leading the way with timely information allows you to build trust, foster connection and instill confidence when it’s needed most.