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As the coronavirus situation evolves, companies big and small are stepping up to help their customers, local communities and health officials in different ways from offering free content to extending mental health benefits to producing PPEs for the medical community and much more. 

With the current crisis at hand organizations are taking an authentic and active role with the resources available to them. Some recent examples include:

• Starbucks has taken the lead on mental health by offering all of its employees and eligible family members personalized, confidential mental health care with partner Lyra Health with 20 free video sessions, according to Forbes.  
• Outdoor brands, Eddie Bauer and Flowfold are making masks for hospitals, according to SNews. Keen also committed to giving away 100,000 pairs of shoes for families in need.
• In the UK, Scouts in partnership with Bear Grylls launched The Great Indoors initiative offering weekly video feeds and content for families at home, according to The Guardian. The Great Indoors content is free and organized by activity, time and age range to help families find ways to explore the outdoors, indoors. 

These are just a few examples of how different organizations are finding ways to help where they can from digital assets to donations to employee care. According to The Drum, brands should ask themselves, “where is the legitimate and authentic space to act – for both the short term survival of the company and the longer-term goodwill of the brand.”