LLYC - Crisis Management Campaign of the Year

Company: LLYC
Company Description: We are a global communications and public affairs consulting firm. We help our clients make strategic decisions within the disruptive and uncertain context in which we live, taking into account their reputational impact. And we collaborate with them to successfully execute them so that they can achieve their business goals, defend their social license to operate and increase their prestige.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Crisis Management

Nomination Title: Crisis communication: The funeral sector, in the spotlight in the COVID-19 pandemic

Specify the date on which this campaign or program was launched: March 2020

Spain has been one of the countries most affected by the health crisis caused by the COVID-19 pandemic. Mémora, given its position as a leader in the funeral sector in the country, has been a very relevant actor throughout the crisis with the consequent media exposure of the entire funeral sector that has led to potential reputational crises around the following issues:

Distrust of society about funeral protocols due to the collapse situation.
The funeral cost is scrutinized by the media.
Alleged scam of Mémora in the price of the coffins.

Faced with a situation in which Mémora professionals and the rest of the sector were leaving their skin, the company assumed the responsibility of responding in a transparent and close way to the doubts and concerns of society in order to humanize and make visible the the work of the Mémora Group and the entire sector in the different regions of the territory, as well as guaranteeing the dignity of the service provided with maximum transparency.

At the digital level and with the support of the communication agency, Mémora carried out the activation of the Issue Blog “Mémora: against COVID-19” (https://coronavirus.memora.es/). This digital asset organizes content around five sections:

-Section ‘COVID-19’: Publicize Mémora's response to the situation and highlight the essentiality of funeral services for society.
-Section ‘News’: Maintain a continuous flow of communication with the latest news regarding restrictions in funeral facilities.
-Section ‘In the first person’: Humanize and value the figure of Mémora professionals in the fight against COVID-19.
-Section ‘# MémoraContigo’: Tips and guidelines for dealing with grief and the emotions caused by the situation.
-Section ‘FAQS’: Frequently asked questions about funeral services.

Likewise, in order to answer questions about security protocols in funeral sector, as well as show the reality of the daily work of Mémora professionals and guarantee that there is a graphic testimony of what has been experienced, company opted for design of a proactive communication strategy with the media based on:

-Management of photographic reports at Mémora funeral homes, Eurocoffin factory, Collserola campaign funeral home, monitoring of collections of the deceased with freelance photojournalists, media and national, regional and international agencies (The New York Times, NBC News, Associated Press...) to help guarantee visual testimony and show the face of "death" in the COVID-19 era and support social awareness.
-through interviews in television magazines, radio and written / digital press.
-Reactive responses to the accusations about an alleged fraud in the abusive price of a ‘special coffin’.

The communication strategy has obtained in total from March 9 to July 22, 2020:

-More than 260 media requests were attended.
-More than 80 interviews were managed with spokespersons for Grupo Mémora.
-More than 1,000 publications in the written press, in digital press, TV and radio related to Mémora's activity during the pandemic (proactive and reactive responses).
-At the digital level, the Issue Blog has obtained the following results at the end of November 25, 2020:
-More than 50 posts published.
-Approximately 6,000 unique users who have visited the page at least once.
-More than 13,700 page views by users.
-About one minute of average reading of the contents.

Some publications:
ABC (26/03/2020): Complaint about the abusive price of a 'special' coffin for those killed by COVID-19
324 (26/03/2020): A family denounces that Memora has tried to sell a huge month of the need for coronavirus
ABC (26/03/2020): Mémora defends her performance and rejects criticism of bad practices
Cinco Días (29/03/2020): Mémora denies allegations of alleged casket price scam
Crónica Global (02/04/2020): PHOTOS This is the coronavirus campaign funeral home in Barcelona
La Vanguardia (02/04/2020): Barcelona converts a car park into a deposit for the deceased
El País (03/04/2020): Mémora enables 5,000 square meters to prevent the collapse of the funeral system in Barcelona
El Periódico (03/04/2020): Barcelona converts a parking lot into a morgue to avoid the collapse of Madrid
Informativos Telecinco (07/04/2020): Virtual condolences to say goodbye without hugs or crying
Crónica Global (11/04/2020): This is how they work in funeral homes to guarantee dignified treatment to those who have died from coronavirus
Associated Press (17/04/2020): Barcelona coffin factory triples production
La Presse (18/04/2020): COVID-19: l'Espagne franchit le cap des 20 000 morts
Europa Press (23/04/2020): Mémora conveys to the authorities the "social need" to reformulate the farewell
NBC News: Week in Pictures: Coronavirus tightens vise around the globe
La Vanguardia (08/06/2020): 60% of Mémora funeral homes are in phase 3 and are approaching "normality"