Coronavirus has changed all our lives – how do you change your communications in response? That is a question that charities and good causes have had to address, like everyone else.

Here we see examples both of those giving pandemic-related messages, and of those trying to get attention for their own cause despite it. 

Ministry of Health Bahrain: The Joy of Eid

In the West, we are pre-occupied with Christmas, and what that will mean for family get-togethers. But earlier in the year, those same issues were raised around the Muslim festival of Eid. There’s real empathy, and a wonderfully creative idea, in this Public Service Announcement from Bahrain’s Ministry of Health.

Extinction Rebellion UK: How Normal Was Normal?

The climate emergency was right at the front of public consciousness until it was over-whelmed as an issue, like everything else, by the pandemic. In this film, Extinction Rebellion cleverly acknowledges the pandemic by implication, while at the same time re-establishing the primacy (as they see it) of their issue.

Egale Canada: Coming Out

Egale Canada, an LGBT advocacy organisation, uses the general miserableness of lockdown as a counterpoint to the particular pain that can be felt by their community. It handles the tone deftly to create a persuasive piece.

New Zealand Police: Stay Home

The New Zealand Police, in collaboration with comedy duo Wellington Paranormal, escape the trap of worthiness in a series of brilliantly hilarious films. You already know the messages – in this case, keep 2 metres away – but here it is so much more palatable, engaging and memorable.

Laura Hyde Foundation: No Mask For Mental Health

The brutality of Covid for people with mental health issues, and their families, is matched by the brute simplicity of this ad. Very powerful.

Hope is a marketing, creative and branding agency for charities and other social-purpose organisations. The Ideas Lab examines what makes effective (or ineffective) communications for these causes, charities and social-impact businesses.