Though the last few weeks have been filled with challenges and constant changes, many businesses have stepped up to the challenge to provide health essentials and entertainment. Find out some of their biggest achievements this week in our Weekly Must Reads.

Businesses Accept the Mask Challenge

One of the biggest side effects of this pandemic is the shortage of supplies for medical professionals, including basic face masks. In response, an increasing number of businesses have donated their time, materials and money to create reusable masks for both hospitals and consumers.

Many of these brands are clothing or home goods brands that already have most of the supplies needed to create the masks. One of the first to offer help was New York-based fashion designer Christian Siriano, whose team offered to combat the shortage of masks throughout the state. Other, smaller brands quickly followed suit. Despite the major switch in product, women’s clothing company Eileen Fisher is already producing up to 500 masks per week. Find out more about their efforts here: https://www.cnbc.com/2020/04/05/coronavirus-masks-new-york-fashion-icons-embrace-cuomos-challenge.html

E-Sports Sponsorships

In the absence of the usual sports seasons, athletes and brands are working to provide fans with entertaining e-sports experiences. NASCAR in particular has stepped up to the challenge, broadcasting e-racing games on iRacing’s platform. Over the weekend, famous drivers participated in a virtual race at Bristol Motor Speedway, where their real-life event was supposed to take place. More than one million viewers tuned in.

For their part, brands took the race seriously and made the best of their sponsorships. Racers participated in private video conferences with guests who would normally receive pre-race visits, while others signed new sponsors for their virtual cars. However, when Bubba Watson rage-quit in the middle of the race and said he doesn’t “take this (crap) serious,” one of his real-life sponsors actually dropped him. Read more about how NASCAR and sponsors are handling the move to e-games here: https://www.latimes.com/sports/story/2020-04-05/william-byron-dominates-nascar-esports-race-at-bristol-motor-speedway

Social Distanced Commercials

In the last couple weeks, restaurant brands like Taco Bell and Papa Johns have released new commercials informing consumers about their carryout, drive-thru and delivery services. In a social distance-themed ad called “Contactless,” Burger King details the ways their restaurants now limit physical contact with guests. Burger King locations are promoting contactless payment through the brand’s app and are also handing out drive-thru orders on trays to avoid any accidental touches.

The ad acknowledges that we’re probably not thinking about Burger King right now – and that’s okay, because they’re thinking of us. The lasting message is that they want to “take care of you, while you take care of yourself.” Watch the ad here and let us know your thoughts: https://www.ispot.tv/ad/Z48c/burger-king-contactless#

Paul Mitchell Donates Hand Sanitizer

Masks aren’t the only product needed on the front lines. John Paul Mitchell Systems, a high-end hair care brand, has quickly started production on more than 20,000 hand sanitizers. The 80% alcohol sanitizer will be donated to high-need groups facing shortages, including first responders, police officers and low-income families in Southern California.

In addition to hand sanitizers, Paul Mitchell has already donated their shampoo and conditioner through the nonprofit Baby2Baby, which helps provide children in poverty with personal care basics. The company “saw this as an opportunity to utilize our resources to help fill a crucial need during a time of crisis,” according to Paul Mitchell Vice Chairman Michaeline DeJoria. Check out the full story on their efforts here: https://www.salontoday.com/623612/john-paul-mitchell-systems-to-produce-hand-sanitizer-and-donate-to-groups-in-nee