SHRM's Navigating COVID-19 Spot

Vision

Committed to communicating with its audience more, not less during the pandemic, the Society for Human Resource Management (SHRM) sought to reassure its members and the American workforce at large that the organization is here to support employees and companies as they operate through COVID-19. They looked to HEVĒ to support them on a 30-second spot to be aired across major networks in the US.

Creative perspective

HEVĒ stepped in produce the commercial during lockdown, which was entirely self-shot from actors’ homes, using smartphones and digital conferencing technology.

Set in a virtual conference environment, the SHRM Navigating COVID-19 commercial featured four US workers—all in different situations and from varying backgrounds—who explained the ways in which the global pandemic has upended their work lives.

SHRM President and CEO, Johnny C. Taylor, Jr., also joined the call and articulated that everyone has been affected by the current crisis, but we’re resilient. He also reassured viewers that SHRM is working with CEOs, policy makers, HR professionals and workers across the globe to navigate these times.

In a strategic move that symbolized we’re all in this together, a large group of workers appeared on the call as Taylor spoke, and the commercial came to a close.

Results

The spot aired on networks including Fox News, Fox Business, CNBC, ABC and CNN.