Now Is Not the Time for Cause Marketing Around Covid-19

Find a way to help without thinking about potential award wins

An arrow pointing down with text that says, 'COVID-19'
There are endless opportunities out there to win awards and do creative cause marketing. This doesn’t need to be one of them. Getty Images

A few people have asked me what makes the coronavirus any different from other cause marketing. Some have suggested that banning Covid-19-related award entries unfairly dismisses campaigns that have a positive influence on consumer behavior around the disaster.

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Mike Shaheen is a copywriter at Publicis Groupe in sunny Miami.