Promote Solidarity in Times of Crisis

After writing the blog post Content to Publish During COVID-19 on May 5, 2020, I wanted to further explore the three main subjects discussed in the article: agility, solidarity and support.

I will begin with solidarity, a concept that is so necessary during this pandemic. Content associated with solidarity, cooperation, mutual aid or unity has been everywhere for many weeks, and in my opinion it is going to continue for some time. I see several reasons for this. Firstly, this type of content brings communities together and strengthens them, both on the Web and in our daily lives.

Acting by initiating a gesture of solidarity or sharing the helping actions of our colleagues, our family, our customers or even strangers, provokes positive reactions, like sympathy for example.

Convincing Examples of Solidarity

Here are some meaningful examples from the NAPA community and the automotive sector:

• The donation of masks by NAPA Auto Parts, initiated by Alain Primeau, Regional Vice-President of NAPA Auto Parts. Click here to read the article in La Presse.  
• The message of encouragement from Alain Côté, former player of the Québec Nordiques and President of Pièces d’auto Alain Côté, to employees in the automotive sector, all banners combined.

This type of content is a way to communicate a very subtle commercial message. Take the example of advertisements from car manufacturer Audi, with its #StayTogether advertising campaign. 

In addition, solidarity is a value that is difficult to alter when it is shared and one that travels very well between communities on the Web. This allows us to expand our reach while retaining a strong identity.

Too Much or Not Enough Solidarity Content

Is there a limit to the amount of so-called ‘solidarity’ content? I would say, yes and no.

I believe the limit is reached when you have to modify or improve a message that seems to relate to the subject of solidarity and related ideas. A message about this value is rarely difficult to identify, because it dominates its subject.

I would like to finish by mentioning that the important thing is to only think of the humane aspects of our choices – to share, to act or to comment – when we see acts of solidarity. It is absolutely essential to remove all connection to the word benefit, whether it is personal or professional.