As a result of the covid-19 pandemic, a set of entirely new solutions was needed to save lives while also making sure people’s livelihoods were protected. Aprio suggested the creation of a virtual coalition platform – a website called savemylivelihood.co.za – from which the alcohol industry association and local and multinational brands could tell their side of the story and explain that the suspension of sales could impact up to one million people.
The initiative was supported by a social media campaign which was launched under the hashtag #savemylivelihood to boost awareness of the campaign and drive people to the website.
Online communities were mobilised for myth-busting and fact checking in online conversations, while coalition members were encouraged to motivate their audiences to share accurate content on job losses. The campaign trended at #1 on Twitter in its first weekend.