Brands and agencies have created lots of COVID-19-related ad campaigns. But they're also creating various programs to provide tangible assistance to those in need. National TV ads, audio spots, social media, and print are being used to promote the initiative.
The Cigna and the New York Life foundations are each making initial contributions of $25 million to seed the Brace of Heart Fund benefiting front-line healthcare workers. The New York Life Foundation will also match the first $25 million of additional individual donations received.
Together, the hope is to raise more than $100 million to protect families from financial hardship.
Read the full story at Mediapost.com