The media landscape is still dominated by COVID-19—and the narrative is unlikely to change as the U.S. heads into the last months of the presidential election.
However, organizations can still drive the conversation with efforts to help their community.
For Visa Canada, that meant figuring out how to support the small businesses that make up 98% of all businesses in Canada, and 70% of employers. It knew that these organizations were hurting from research it did for its Visa Back to Business study: One-third (33%) of Canadian small businesses don’t consider their local community supportive of their business during COVID-19.
It decided to take action with the #MySmallBizReco campaign, connecting high-profile influencers with small businesses to generate buzz about vendors trying to keep their doors open. Once the recommendations start flooding in, Visa hopes to help highlight these businesses.