# Raising awareness · Crisis Trends 2020 · Zorraquino > Communication becomes instructive and emotional. URL: https://www.zorraquino.com/en/trends/crisis-trends-2020/raising-awareness ![Raising awareness: Communication becomes instructive and emotional.](https://cdn.sanity.io/images/0w1142l8/production/6eb98b1bdaf3bcb7d0300328fddedd65a5d7a2d2-1200x1200.webp/raising-awareness-communication-becomes-instructive-and-emotional.webp?w=1600&fit=max&auto=format&q=85) Trend 06 # Raising awareness 1. [Crisis Trends 2020Home](https://www.zorraquino.com/en/trends/crisis-trends-2020) 2. [Trend 01Express digitalisation](https://www.zorraquino.com/en/trends/crisis-trends-2020/express-digitalisation) 3. [Trend 02Renewing to help](https://www.zorraquino.com/en/trends/crisis-trends-2020/renewing-to-help) 4. [Trend 03Giving more for less](https://www.zorraquino.com/en/trends/crisis-trends-2020/giving-more-for-less) 5. [Trend 04E-commerce power](https://www.zorraquino.com/en/trends/crisis-trends-2020/e-commerce-power) 6. [Trend 05Service innovation](https://www.zorraquino.com/en/trends/crisis-trends-2020/service-innovation) 7. [Trend 06Raising awareness](https://www.zorraquino.com/en/trends/crisis-trends-2020/raising-awareness) 8. [Trend 07Solidarity chain](https://www.zorraquino.com/en/trends/crisis-trends-2020/solidarity-chain) 9. [Trend 08Maker culture](https://www.zorraquino.com/en/trends/crisis-trends-2020/maker-culture) 10. [Trend 09Product design](https://www.zorraquino.com/en/trends/crisis-trends-2020/product-design) 11. [Trend 10The new normal?](https://www.zorraquino.com/en/trends/crisis-trends-2020/the-new-normal) Raising awareness Communication becomes instructive and emotional. ## At a glance The pandemic has made the population aware, now more than ever, of the work of the scientific community and healthcare professionals. Their names and stories move millions of people around the world every day and, in turn, seek to outlast this crisis, changing the established order of priorities. Governments and public bodies are relying on creativity and new forms of communication to achieve impactful messages that prevent the spread of the pandemic at all costs. At the same time, they also seek to raise awareness of its indirect effects, such as racism, consumer mistrust and fake news… Brands are setting aside the frivolity of their usual communications and using their media investment to highlight what is essential, through an instructive and emotional approach that emphasises the work of their staff, their hygiene processes or their philanthropic initiatives. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Brands put action before words and join public bodies' communications to prevent the spread through awareness. 2. 02 Companies must align opportunity and awareness, which is not the same as opportunism, to adjust their strategies to delivering value and social help. 3. 03 The international crisis has sunk into consumers' minds, and brands have an opportunity to work on their emotional relationship with their customers. ## More on the trend ### References - [Google posts emotive video thanking healthcare workers for coronavirus efforts](https://www.digitaltrends.com/web/google-video-thanks-healthcare-workers-for-coronavirus-efforts/) - [Stop the Spread of Racism](https://www.stopthespread.ca/) - [ll their 'terrified and lonely' stories from the front line battling deadly coronavirus and plead for public to stay at home while they are 'putting themselves in danger'](https://www.dailymail.co.uk/news/article-8172373/Four-medics-tell-terrified-lonely-stories-coronavirus-frontline.html) - [McDonalds: We Are For Safety, With Both Hands by Leo Burnett](https://www.thedrum.com/creative-works/project/leo-burnett-mcdonalds-we-are-safety-with-both-hands) - ['Don't accidentally kill someone,' says Oregon coronavirus public service spot](https://www.campaignlive.com/article/dont-accidentally-kill-someone-says-oregon-coronavirus-public-service-spot/1678630) - [Super glue, nuclear fission and an empty theater: Inside Ohio DoH's viral mousetrap video](https://www.campaignlive.co.uk/article/super-glue-nuclear-) - [fission-empty-theater-inside-ohio-dohs-viralmousetrap-video/1680003 Doctors, nurses, and healthcare providers are honored in Dove's 'Courage is Beautiful' video that shows the bravery of frontline workers](https://www.insider.com/dove-video-coronavirus-nurses-doctors-medical-workers-2020-4) - [https://www.reasonwhy.es/actualidad/spoilers-sky-campana-quedarse-casa Ruavieja cambia su mensaje: ahora tenemos que vernos menos](https://www.marketingnews.es/marcas/noticia/1158565054305/ruavieja-cambia-mensaje-ahora-tenemos-vernos-menos.1.html) - [Corporate COVID-19 response videos are eerily similar](https://www.youtube.com/watch?v=vM3J9jDoaTA) Pages 134–160 of the report [![Solidarity chain: Donations dominate philanthropic initiatives.](https://cdn.sanity.io/images/0w1142l8/production/25ab2cdbec73a70986da208a14fe0fdaacd25c6f-800x1066.webp/solidarity-chain-donations-dominate-philanthropic-initiatives.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/crisis-trends-2020/solidarity-chain) Next trend · 07 [Solidarity chain](https://www.zorraquino.com/en/trends/crisis-trends-2020/solidarity-chain)