The snowball that has turned into an avalanche of response to C19 on social media has given a mix of both comfort and anxiety to so many who scroll and scroll, seeking answers and craving the human connection that could possibly help make sense of it all. The sheer panic and anger from the frightened and ill informed adds to the anxiety, but the comfort comes from a populous who are embracing this moment, finding peace and turning it into something good. This phenomenon of social support of global proportion reminds us that we are all in this together and that we are all connected—even if it is only through social media.
As trite as that sounds, this medium has leveled the playing field, given us universal connectivity and empowers all of us to have a voice in crisis. What was missing from 1918's pandemic (besides modern medicine, of course) was a platform to see and hear, without interference or translation, real voices and real people around the world, sharing their pain, their fear, their hope.
The Facebook critics are everywhere and there are great reasons for hating it and jumping ship, but right now, I am embracing it. I need to see my people. I need to hear what's happening to friends and family around the world and in my own backyard. I can't email and text every single one to make sure every damn day that they are ok and have safely made it through another (hopefully) disease free.
It seems weird to say, but right now, Facebook is an odd source of comfort that has come to task with not only a platform to keep us all out of the dark but with one of the most beautiful brand responses in the highest form, to Coronavirus that I have yet seen called 'We're never lost if we can find each other'.
Created by ad giant Droga5, this short film shares a beautiful mix of moody stock footage and real user generated footage from Facebook showing a global community responding and dealing with the virus in their own individual ways. Set against the backdrop of this montage is the voice of British poet Kate Tempest reciting her poem 'People's Faces'. The result is real, emotional, and magnificent.
Although this film was created swiftly by a giant agency and a lot of money, all brands, big or small, can create—from their mission or other meaningful messaging—their own anthem and respond with this level of emotion through the use of skillfully curated stock footage and user generated content that can be gathered from the countless zoom calls and video chats that are now commonplace with working from home. Many cite that these zoom calls with co-workers actually help ease the pain of missing the community aspect of the workplace and is something that many (but not all!) look forward to in their day of working in solitude.
Our job now as filmmakers is to help you define your messaging and create a response to crisis that not only inspires your employees to remember their 'why' but also reminds your audience of why they love your brand in the first place. Why do you need to give your audience hope? We all need positive messages right now. We all need leaders in the community to stand up and provide guidance and comfort as we navigate these waters together.
If you want to talk with us about how we can help you with an engaging, appropriate, and impactful response through video, please email me: jamie@shinecreative.tv.
Be safe, stay home and stay healthy.