The Drum Awards Festival - Official Deadline

-d -h -min -sec


SHRM looks to Heve to convey Covid-19 messaging in 30-second slot

By The Drum Network, Staff Writer

May 12, 2020 | 3 min read

Branded content studio Heve has joined forces with SHRM (Society for Human Resource Management) to produce a 30-second commercial which reassures its members and the American workforce at large that the organization is here to support employees and companies as they operate through Covid-19.

Set in a virtual conference environment, the SHRM Navigating Covid-19 spot begins with four US workers – each in different situations and from varying backgrounds – who explain the ways in which the global pandemic has upended their work lives.

SHRM president and chief executive officer Johnny C Taylor Jr, also joins the call and articulates that everyone has been affected by the current crisis, but that society is resilient. He also reassures viewers that SHRM is working with chief execs, policy makers, HR professionals and workers across the globe to navigate these times. A large group of workers appear on the call as Taylor speaks, and the commercial comes to a close.

The spot was entirely self-shot from actors’ homes, using smartphones and digital conferencing technology. It is airing on a variety of networks including Fox News, Fox Business, CNBC, ABC and CNN, and can be viewed across SHRM’s social platforms.

“Covid-19 has forced organizations to reflect on their strategies and operations, leaving people from every industry looking for guidance on getting through this and back to work,” said Jeaneen Andrews-Feldman, chief marketing and experience officer of SHRM. “By shooting the commercial via webcam, the spot nods to our new normal and authentically reminds our remote workers that they’re not alone. SHRM is here to help them navigate this new world of work with the latest research and resources on our new Covid-19 microsite.”

Chris Hercik, chief executive officer at Heve adds: “In these uncertain times, consumers are looking to brands and organizations to show them the way. Heve is helping SHRM take it one step further by offering tactical, hands-on guidance and resources to help America’s workforce land back on its feet.

"I commend SHRM for providing a much-needed voice and for trusting us to produce the commercial completely remotely. “It highlights that we really can — and must — continue to communicate with each other via virtual means. We all thrive on experiences, and while we can’t engage with one another face-to-face for now, digital helps us fill that all-important void.”


Content created with:


[INVNT GROUP] THE GLOBAL BRANDSTORY PROJECT™ was established as an evolution of the founding global live brand storytelling agency INVNT in 2008, with a vision...

Find out more

More from Marketing

View all


Industry insights

View all
Add your own content +