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Brands Take Social Responsibility Seriously During Coronavirus Crisis

March 26, 2020 Sarah Cavill

The coronavirus (COVID-19) pandemic has led to tremendous disruption in many industries, either because businesses are being forced to close or because employees are social distancing and unable to work. However, there are companies using this difficult time to exhibit commendable corporate social responsibility (CSR), by using the resources their companies already have to make masks, hand sanitizers, respirators and more. 

California Company Upcycle It Now Making Masks To Help Stop The Spread Of Coronavirus

Instagram_American flag face masks lined up posted on Instagram by @upcycleitnow

Upcycle It Now, an independently owned design and manufacturing company has committed to raising $50,000 toward the making and distribution of as many masks as possible. Under normal circumstances, the design company turns materials that would otherwise go to waste into beautiful and functional products for companies like Patagonia and UC Davis. 

Organized by DMS Chief Product Officer, Matt Stern, the Upcycle It Now “Face Masks: Fight the Spread of COVID-19” GoFundMe page has raised more than $17,000 of its $50,000 goal. “Upcycle It Now is committed to making as many masks as possible and giving them out for free to those people at risk. We have received so many inbound messages from healthcare facilities across the state who are in need of masks. Their supplies or either limited or have completely gone dry. We have to ramp up production to help people,” said Stern, whose sister-in-law is one of the founders of Upcycle It Now. 

Added Stern, “The masks are washable and therefore re-usable. They are designed based on the CDC guidelines and although not medical grade, fill a much needed void for those who are at risk or forced to work. The goal of the effort is to get mask production up to 1,000 masks a day. These masks will first go to healthcare workers and first responders who are currently without masks.” Regular citizens who are high risk or who must go to work will also have access to the masks.

Bacardi Converts Puerto Rico Factory To Make Ethanol For Hand Sanitizer

Twitter_Tweet by @bacardilimited saying that they stand with communities to provide them hand sanitizer

At their plant in Puerto Rico, rum producer Bacardi has started making ethanol alcohol needed for hand sanitizer, a precious resource during the coronavirus pandemic. According to the Miami Herald, “Olein Refinery, a Puerto Rican manufacturer, is using the Bacardi alcohol to produce more than 1.7 million 10-ounce bottles of hand sanitizer, much of which is being given to police, nurses, nonprofits and others on the frontlines of the coronavirus.” The Bacardi Bottling Corporation in North Jacksonville, FL will soon follow suit, set to produce 120,000 units of hand sanitizer beginning this week, and eight other Bacardi plants around the world will also convert to producing ethanol and hand sanitizer. 

Bacardi is taking its CSR a step further with the creation of the #RaiseYourSpirits campaign, promising $3 million in financial assistance to the food and drink industry, which is struggling with closures and loss of business because of coronavirus. “Bacardi is a family company, and for us, business is personal. We don’t have all the answers today on how best to help everywhere, but we are committed to do what we can to see our industry through this crisis,” said Bacardi Limited Chief Executive Officer Mahesh Madhavan.

General Motors (GM) Is Partnering With Ventilator Manufacturer Ventec Life Systems

On March 20, GM and Ventec Life Systems announced a partnership, in cooperation with, to increase production of the ventilators vitally needed to help patients seriously ill with coronavirus. GM is providing its logistical, purchasing and manufacturing expertise to accelerate the pace of ventilator production. “We are working closely with Ventec to rapidly scale up production of their critically important respiratory products to support our country’s fight against the COVID-19 pandemic,” said Mary Barra, GM Chairman and CEO. “We will continue to explore ways to help in this time of crisis.”

Ford, VW and Tesla have also reached out to the White House and other strategic leaders in the fight against coronavirus to see how their manufacturing expertise can be deployed right now. Ford is also testing new face shields, in partnership with 3M, that may help medical workers by filtering out contagious droplets. 

During a time of crisis, companies that offer assistance and exhibit compassion and sincerity are more likely to gain the respect and goodwill of consumers. Plus, doing good is always a good idea.

Is Your Business Looking For New Ways To Make An Impact?

Digital Media Solutions® (DMS) helps companies grow so we can drive meaningful change in the world. Our core business supports our efforts to take action, lead by example and encourage those around us to positively impact their local and global communities.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Associate Content Manager, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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