How Hawaii Brands are Responding to COVID-19
In the days and weeks following the COVID-19 / Coronavirus outbreak, as a marketer and just out of curiosity, I began to pay attention to how people and brands were responding.
Many have admirably stepped up around the world, but I’ve paid a little more attention to my hometown in Hawaii. Even more than I expected, many in the community have come together to do their share.
I put together a list of brand actions I’ve seen so far that I found admirable.
Central Pacific Bank: “Keep Hawaii Cooking”
Because Hawaii was put on lockdown, business basically came to a halt and small businesses are some of those who feel it the hardest.
To help keep things moving, Central Pacific Bank launched the #KeepHawaiiCooking campaign where they would split the bill and pay a 50% refund via DM and PayPal to people who ordered delivery or takeout from local eateries.
They launched a website with details on how to participate as well as all of the restaurant options (categorized too!).
In less than a week, they’ve reached 75% of their goal of sharing 10,000 meals and have given back $100k to local restaurants.
https://www.keephawaiicooking.com
Hawaiian Airlines: Mahalo to the Healthcare Community
In order to help local hospitals and clinics manage the logistics of their healthcare personnel, Hawaiian Airlines is providing free inter-island flights to their medical professionals so that their work goes as smoothly as possible throughout Hawaii.
https://newsroom.hawaiianairlines.com
HONOLULU MAGAZINE: Shop Local
In an effort to support local designers, artists and boutiques, Honolulu Magazine teamed up with over 50 local brands to host an online shopping event.
People, while shopping from home, can access special deals through their promotion.
Recognizing that it’s not just restaurants and small businesses that are being hit by effects of COVID-19, many small businesses in the food industry have helped to do their part.
A Cake Life: Essential Workers Giveaway
In addition to giving out cupcakes to healthcare workers and first responders, they also let others participate for giveaways.
People were invited to nominate friends and family working in essential roles, and those being put at risk at work. Posts for jobs in healthcare, restaurants, hotels, first responders and supermarkets were done, and free bags of cake cups were given to winning nominations.
Asato Family: Community Thank You
To show their gratitude to those in the community working in healthcare during this pandemic, family-owned and popular local sherbert shop delivered bags of individually cupped sherbert to hospitals.
https://www.asatofamilyshop.com
I’ve come across Stories being shared of other businesses helping out as well.
Watanabe Floral: Bouquets for Healthcare
Bouquets were given to healthcare workers to help brighten up their day. Watanabe Floral is also posting videos on DIY tips as well as their brand story on Instagram.
Enjoy Snacks: Snack Bags for Healthcare
Gift bags of favorite local snacks were given to healthcare workers .
Other brands and musical artists are providing content to entertain people while they stay at home.
Salvage Public: Artist Showcase
Fashion brand Salvage Public is showcasing local artists through Instagram’s IGTV as well as letting artists do account takeovers.
Jack Johnson: Together At Home
Musical artist Jack Johnson is a goodwill ambassador for the UN Environment Programme, and in collaboration in collaboration with Global Citizen in support of the World Health Organization (WHO), put on a #TogetherAtHome livestream concert from his living room.
I should have expected Hawaii, a place with a strong culture of community, to react this way. It’s great to see, and after all, we’re all in this together.
I’m sure there are many other campaigns and stories of positivity, so tell me if there’s one I should know about!