As we now get used to the ‘new-normal’ living with the Covid-19 pandemic, till a vaccine is found, we see an unprecedented shift in the human behaviour. Normally any change in behaviour takes time – 66 days before a new behaviour becomes automatic and as per a study – how long it takes a new habit to form depends widely on the behaviour, the person, and the circumstances. It’s a proven fact that successful change comes only in stages and its long-lasting when there is self-motivation, rooted in positive thinking. But in the Covid-19 era we are noticing that the change has been sudden.
Change is a process, not an event.
As per the transtheoretical model, TTM at any given time, a person is in one of 5 stages of change: precontemplation, contemplation, preparation, action, or maintenance. Each stage is a preparation for the following one, and the process of change needs varied approach.
Advertising plays a key role in behaviour change and advertisers follow different strategies to bring around the change. With the Covid-19 pandemic bringing almost everything at halt and businesses taking a toll, brands around the world put a pause button on their marketing strategies. But considering the need to constantly engage with their consumers, many brands realigned their messaging keeping the brand purpose over messaging focussing on the public health.
Known for its “punk” image and irreverent marketing stunts, Scottish craft beer giant Brewdog created “Punk Sanitiser’ – riding on its flagship Punk IPA brand – to hand out for free to help curb coronavirus spread.
Covid19 provided a great opportunity for many brands to be creative in their approach and ensure that their communication is brand safe and relevant.
A look at 5 brands who worked on the messaging of hygiene:
To prevent contracting the coronavirus that causes Covid-10, Lifebyout took a hands-on approach to spread hygiene awareness
Amul called for cleanliness with ‘Better saaf than sorry’ appeal requesting people to stay safe and adopt all precautionary measures.
Godrej Protekt launched ‘Protekt India Movement‘ aimed at building awareness amongst people and keeping them informed about the preventive measures to ensure protection against the coronavirus.
To promote the concept of regular wash washing hands with soap against the fight to Covid-19, Dettol used illustrative graphics on how washing hands with soap keeps germs away,
The ad created by McCann India, was executed by the team while working from home during the lockdown.
Anup Sharma (@TweetsAnup)
The author is a StoryTeller with two decades of experience in Public Relations and Corporate Communications. He is also the Senior Director at Public Relations Consultants Association of India.