As COVID-19 continues to disrupt all aspects of peoples’ lives, brands are looking for unique ways to connect with consumers, creating meaningful campaigns designed to humanize their brands. In particular, companies across categories are making valiant efforts to salute healthcare workers and those on the front lines. Moreover, healthcare firms are ensuring their employees feel especially valued during this particularly difficult time. Below are some examples of impactful ways in which advertisers are showing their support.


For a limited time, McDonald’s is offering healthcare workers and those on the front lines, such as firefighters, police officers and paramedics, free Thank You Meals for their efforts to keep consumers safe and healthy. Additionally, McDonald’s has pledged to donate 1 million N95 masks to Illinois healthcare workers to help in the fight against COVID-19.




According to a J.Jill, Inc., press release, the women’s apparel company plans to offer healthcare professionals $50 to shop J.Jill’s newest collection. “Our largest customer career group consists of healthcare professionals, so this truly feels personal to us and we can’t thank them enough for all of the selfless energy spent helping patients through this difficult time,” said Jim Scully, Interim CEO of J.Jill.  J.Jill will also donate $50,000 to #FirstRespondersFirst through the J.Jill Compassion Fund in honor of nurses, healthcare workers and first responders working on the frontlines to fight the ongoing COVID-19 pandemic.


Dove’s “Courage is Beautiful” campaign features a montage of pictures of healthcare workers and their “battle wounds” from fighting COVID-19. Doctors, nurses and care providers can be seen with bruising and abrasions from their personal protective equipment. The campaign is designed to show gratitude for those workers and acknowledge all they are doing to keep everyone else healthy and safe.


University of Chicago Medicine

As other companies and people worldwide begin to recognize and acknowledge the heroic efforts of healthcare professionals, healthcare firms themselves are making a point to thank their staff during this difficult time. University of Chicago Medicine is no exception. They’ve started running a campaign highlighting the extra measures their healthcare workers have taken and the difficult moments they’ve endured, thanking them for their selfless actions.  Additionally, with International Nurses Day falling during the peak of the COVID-19 pandemic, nurses are receiving extra recognition for all that they do.