The advance of the coronavirus disease COVID-19 in the region increased in March. Efforts by country governments focused on preventing transmission and keeping populations informed.
In times of uncertainty, the most important thing is to take preventive measures and access accurate information. Thus, we opened our own conversation spaces and those of our leaders so that our followers in each market could receive relevant information from official and reliable sources.
Since March 17, when we published our first message in support of governments across the region, we have delivered prevention recommendations to over 24 million people in 8 countries, with more than 20 thousand dollars in advertising.
How do we do it?
First, we identified information sources for each country in the region, such as Ministries of Health, presidential offices and entities delivering official messages on prevention and care.
Then, we treated content to keep an appropriate storytelling during each week of the month and avoid panic among people. We started with messages inviting families to stay home and apply social distancing.
We continued with communications aimed at preventing infection, through hygiene tips and on the use of safety implements such as face masks and antibacterial gel.
Finally, considering that it was already the third week of quarantine in most countries in the region, we focused on messages about emotional care and activities to do at home.
Es momento de convertir las situaciones negativas en experiencias positivas. Cuidar tu salud mental es muy importante en tiempos difíciles y de tensión. Por eso, te invitamos a conocer las recomendaciones de la @PrimeraDamaDO ante estos casos #CoronavirusRD #SaludPúblicaRD pic.twitter.com/tyUPnhqMiO—
Coca-ColaJourney (@CocaColaLC) March 26, 2020
In total, there were more than 75 publications, among Journey´s webs and the company's brands in Colombia, Costa Rica, Guatemala and Panama.
In addition, we incorporated spokespeople from the region to give a more personal and human approach to messages, each focused on the markets where they are.
From the webs to the streets
In addition to our efforts to amplify communications on our digital channels, we used traditional delivery trucks to also convey information to the communities they travel.
It was a total investment of 80 thousand dollars for 380 vehicles in Costa Rica, Ecuador, Nicaragua, Guatemala and Bahamas to spread simple prevention tips that everyone can follow.