March 11, 2022

Hi. How are you doing?

How are you really doing?

I write Into & Overit as a love letter. I wish to enter your inbox carrying joy and marketing thoughtfulness. Today, there is indeed joy. But there is much more to be thoughtful about and consider.

On February 24, Russia invaded Ukraine. The world now watches as that war plays out and escalates in real-time. We have immediate access to the raw footage, stories, and scenes of courage and destruction shared via the web and social media. 

We can’t look away. We shouldn’t look away. 

At the same time, you continue to show up to your normal job during intensely abnormal times, very much aware that bigger things are happening in the background. 

The work you do matters, and you showing up every day to do that work matters.

But as the situation in Ukraine intensifies, we’re left asking the question--what can we do? What can we do as marketers and as global citizens?

First, Listen. 

Listen not to figure out how to respond or what you should say, but to understand.

Aeschylus was one of the great writers of Greek tragedy. He is known for saying, “In war, truth is the first casualty.” 

With Russia’s attack on Ukraine being broadcasted live via unvetted and uncensored channels, misinformation spreads quickly. 

Complex situations become untrue simplifications.

Misleading images gain traction.

Soundbites become memes created to get shares, not to share information.

Choose your sources carefully and educate yourself to understand what is going on and how you can help. 

Know the details before you congratulate, criticize, or act.

Align Purpose & Power 

We talk about “brand purpose” a lot as marketers. Maybe an unhealthy amount. Aligning what we do to a higher purpose or mission can make us feel better about the parts of marketing that sometimes make us feel not good at all. 

Right now, that higher brand purpose should move out of the conference room and into the streets. And many, many brands have done just that. 

AdWeek has a long and growing list of brands living their purpose right now. Here are just a small few:

Grammarly is donating all net revenue it has earned from Russia and Belarus to causes supporting Ukraine--totaling over $5 million. 

Airbnb is offering short-term housing to 100,000 Ukrainian refugees and has waived guest and host fees to encourage people to book trips and experiences they don’t intend to use. This allows you to lend financial support directly to those impacted by the war. As of early this week, more than $2 million had been raised. Messages like these have begun flooding social media feeds.

Etsy canceled ~$4 million in outstanding fees owed by Ukrainian sellers. They have also waived seller fees for any new orders so those wanting to help can purchase digital files that provide passive income to Ukrainian-based artists.

Amazon has offered $5 million to aid organizations like the Red Cross. They have also provided logistical support and will match up to $5 million in additional donations. 

Ikea donated $22 million to displaced Ukrainian refugees and will close its stores in Russia.

The list goes on. Brands, media companies, and retailers -- from Disney to McDonald's to P&G to Starbucks to Heinz -- have suspended all investments and activity in Russia.

Taking action helps support those affected by the war in small ways that add up. 

It also helps us regain some of our power. It’s easy to feel that we can’t affect change from over here. Perhaps, an interesting thought considering our job as marketers has always been to inspire people we don’t know to take the action we laid out. 

Finding ways to align purpose with power can help you step up in a meaningful way.  

• What can you do or create to bring value to someone else at this moment?
• How does what is happening in Ukraine align with your brand’s values and the things you support? 

Be Ready To Hit Pause 

The weather is improving (incoming weekend snowstorm, aside), COVID restrictions are lifting, and days are getting longer. This is when marketing typically starts to feel a bit lighter. There’s a natural inclination to lean into that feeling and have a little fun. 

I’m not telling you NOT to enjoy the coming of spring. I am saying to take a moment to reflect on whether those boppy, whimsical campaigns still feel appropriate.

Applebee's faced heavy criticism after an unfortunately-timed ad made a jarring jump from air raid sirens in Kyiv to a cowboy shaking his butt to Zac Brown Band’s “Chicken Fried.” It felt like the worst possible scenario for CNN and Applebee's. John Oliver called it “aggressively American.”

Take that as your reminder to: 

• Examine your media placements to understand where you appear. 
• Pause advertising and social updates when necessary. 
• Always err on the side of caution and increased responsibility.

The pandemic gave us all new skills in making marketing more agile. Those lessons continue to prove valuable here.

Years from now, people won't remember your exact words or the spot you ran, but they will remember if you were careless during a time when care truly mattered.

Your reputation is worth more than promoting your Spring jewelry sale. 

Support Your Team 

Your team has been through A LOT the past two years. So have you. 

Check-in with them and with yourself to make sure everyone is doing okay. War was not the post-COVID world we were hoping for, and we’re all struggling, sometimes in ways we don’t realize. 

How can you give yourself (and those around you) a little more grace?

• Be generous with allowing days off and mental health time. 
• Adjust workloads when necessary.
• Encourage employees to unplug and step away.
• Create added flexibility.
• Understand if your team doesn't want to attend your company happy hour/picnic/movie night and just wants to go home and rest.

* * * *

Those are Overit's core values. They are emblazoned on our wall to serve as a constant reminder of what we do and why and how we do it. 

“Don’t Be a Bystander” is one such value and something we preach a lot. It reminds us to do what needs to be done and that we are all accountable to ourselves and each other. 

It reminds me that right now is not the time to stand by. 

How can you help the people of Ukraine? 

• Donate to vetted sources like Ukrainian Red Cross, Come Back Alive, Nova Ukraine, or any of the organizations shared here: https://twitter.com/jegdorothea/status/1496445298855530496 
  
  
• Help locally. Seek out the Ukrainian community in your area and listen to understand how you can best offer support. Here in the Capital Region, 518Ukrainians is helping to bring resources together.
  
  
• Book a Ukrainian Airbnb to donate directly to a host.
  
  
• Buy a digital file from a Ukrainian artist to lend a hand.
  
  
• Partner with groups already making a difference on the ground. Amplify their work to help them garner additional support. Do it in a way that doesn’t make it about you. 

Thank you for making it this far and for continuing to show up each day. I hope that you’re doing well and that you’re taking care of yourself and your people. Let me know how you are and if I can help. 

Until next time.

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