Asia Pacific Update: July 23
In today’s edition, brands across the Asia Pacific region are pursuing new kinds of social purpose, a photography brand works to foster expressions of gratitude for frontline workers, and Weber Shandwick’s Chief Innovation Officer chronicles the rise of virtual worlds in the wake of COVID-19.
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Recovery Spotlight: Social Purpose
Consumers are holding corporations to higher corporate citizenship standards as they believe that brands have the social responsibility of offering aid to communities. Failure to act in times of uncertainty could have dire consequences, with Accenture research revealing 43% of consumers are willing to walk away when disappointed by a brand’s words or actions on a social issue.
Contributing more than money
Skin company SK-II has adapted the production capacities of its Shiga Plant in Japan to manufacture over 350,000 face masks for employees, key workers, communities, and relief organisations nationwide. The company’s CSR ethos has also evolved for the COVID-19 era, shifting towards a ‘react, respond, and re-emerge’ framework.
Korean conglomerate LOTTE has set aside US$1 million to support communities suffering from COVID-19, including the provision of relief supplies to vulnerable groups and medical staff. Beyond Korea, LOTTE had previously provided diagnostic kits and quarantine supplies to Vietnam, Indonesia and Pakistan.
Riot Games will donate proceeds from global sales of in-game items (such as in-game champion skins, or character decorations) as well as other accessory items (such as limited icons and emoticons) to help people suffering from the spread of COVID-19 via the company’s Riot Games Social Impact Fund. The developer previously held a 48-hour charity League of Legends stream to aid COVID-19 efforts. To date, the company has donated US$4.5 million to the cause.
Singapore-based ride-hailing provider Grab has shared their updated ‘Grab for Good’ social impact program, committing over US$40 million to partner relief efforts and rolled out over 100 initiatives to mitigate the impact of the pandemic on drivers and delivery partners.
The Hong Kong SAR Exchange made an emergency donation of HK$10 million (US$1.3 million) to local communities and NGOs. It has invested in the well-being of underprivileged families and vulnerable groups by donating surgical masks, hand sanitiser, and food to local NGOs, as well as setting up a call service for medical consultations and counselling. HKEX has also developed a framework for green and ESG funds to ensure long-term impact that prioritises non-shareholder stakeholders.
Macau’s Galaxy Entertainment Group of integrated resorts has donated US$25 million in financial contributions to provide care for frontline healthcare workers in mainland China and the local Macau economy. The Group has also supported SMEs in Macau by providing healthcare and medical supplies.
Campaigns celebrating everyday heroes
Mega We Care Vietnam developed a campaign to celebrate the contributions Vietnamese women courageous enough to break the conventional norms and go against societal expectations. The campaign was conceptualised as a distinctive way to stand out by focusing on the fulfilment modern women are experiencing in spending time with their families during the pandemic.
Singapore Airlines launched their “Miles of Good” campaign – seeking donations of KrisFlyer miles, earned under its frequent flyer programme, to be donated to frontline and essential workers who are fighting the Covid-19 pandemic. The company hopes to raise 70 million KrisFlyer miles through donations, with the company committed to contributing a further 30 million miles to the campaign. Similar initiatives to show appreciation for healthcare professionals have been launched by Qatar Airways.
Luxury fashion house Dior has joined UNESCO’s Global Education Coalition, a programme to educate 100 disadvantaged female students from Nigeria, Ghana, Tanzania, the Philippines, Pakistan, and Sri Lanka. The partnership with UNESCO will be an expansion of its Women @ Dior mentorship program.
The pandemic has re-shaped the meaning of corporate citizenship, with consumers expecting employers to respond to crises with practical, humane assistance and solutions.
Methodology
Media analysis of stories covering the following countries: Australia, Cambodia, Hong Kong SAR, Japan, Malaysia, Macau, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam.
Period covered: 23 June to 23 July 2020
The Work of COVID-19: #CreateThanks
In recognition of New York’s essential workers, photography and print brand Shutterfly called on kids around the country to show their gratitude through creativity in the form of signs, cards and artworks. The #CreateThanks campaign included Shutterfly posting those messages around two of the city’s busiest commuter hubs — Grand Central and the Port Authority terminals — where workers were sure to see them. With help from The Emergency Nurses Association, #CreateThanks also included the delivery of hundreds of care packages to hospitals around the city.
Deeper Insights: Virtual Worlds in COVID-19
“They built their campuses and staged graduation events within Minecraft. This idea started at schools like UPenn and MIT and has since spread worldwide. Beyond college campuses, simulated experiences include the recreation of businesses and favorite TV shows inside Animal Crossing, art exhibitions in Fortnite, and birthday parties in Roblox. A massive social experience now takes place inside the metaverse, with people growing more comfortable living in a virtual world.”
Weber Shandwick’s Chief Innovation Officer Chris Perry explores the rise of virtual worlds in the wake of the pandemic in the latest edition of Weber Shandwick’s Media Genius.
About COVID-19 Recovery Report:
- The content of this news bulletin is a summary of publicly available news articles on events and developments related to COVID-19.
- The views and opinions reflected by these headlines do not necessarily represent those of Weber Shandwick.