As COVID-19 continues to rapidly spread around the globe, there’s an immense pressure on the brands to present a positive picture of their brand because if they strike one wrong tone, they may be perceived as cynically exploiting a catastrophe. In these uncertain times, brands can be either destroyed or elevated. Here are a few brands which are creative and also tries to give back to society during a pandemic:

1. Amul

As governments and health organisations around the world preaching about coronavirus etiquette, it makes sense that Amul echoes their messages. Indian dairy brand, Amul put out a series of messages encouraging people to greet others using the no-contact namaste method insisting on social distancing and hand hygiene. The work featured the famed Amul girl.

2. Logitech, Audible & Zoom

Education has been turned upside down due to pandemic but many companies have rushed to support parents, teachers and schools during the shift to digital learning. For example, Logitech has launched a program for k-12 teachers to receive free webcams and headsets as they transition to virtual teaching. Audible is offering hundreds of free titles for children and students. Meanwhile, Zoom is free for schools and has lifted its 40-minute meeting limit.

3. Dettol

To convey the importance of personal hygiene to prevent the spread of COVID-19, germ protection brand Dettol launched a new ad film that is entirely acted, directed and edited by professionals from home. It uses simple illustrative graphics on how washing hands with soap for 20 seconds is a highly effective method to prevent the spread of germs and virus.

4. Burger King

Though Burger King outlets have been closed across the world, the brand showed consumers how to make their own Whoppers and other popular Burger King sandwiches at home using store-bought ingredients. The brand also rolled out a social media campaign doling out free Whoppers to students who can answer tricky math, science and literature questions.

5. McDonald’s

McDonald’s Russia launched an “unskippable” pre-roll ad with a simple but well-played premise. The spot shows someone washing their hands for 20 unskippable seconds–the amount of time recommended for proper and effective hand-washing.

6. Nestlé India

Nestlé India announced that it has set aside ₹15 crores towards food programmes and pledged to distribute essential groceries to those in need. They are also offering to contribute to necessary medical equipment and protective gear for healthcare workers. The company has also kept the welfare of its own sales distributors and operators at its factories with stringent safety measures and health insurance.

7. LinkedIn, Cisco & 1Password

LinkedIn has a 16-part course on remote working which it is offering for free meanwhile Cisco, the multinational tech giant behind online meetings app WebEx, is offering free 90-day licenses with unlimited usage. 1Password has made its Business service free to small-business owners for six months, so that remote team can securely share passwords and create custom groups, vaults, and permissions.