Running a marketing campaign during a time of global crisis is, to put it mildly, a challenge. Companies and brands must be careful not to appear as though they are capitalizing on a tragedy while still reminding consumers that they exist, have a product or service to sell, and are open for business.

During this uncertain time, the instinct may be to hit pause on marketing efforts but several brands have found a way to refocus their marketing strategy and connect with their consumers as well as a larger audience desperate for connection, kindness, and support.