In a world where we had become so culturally fragmented isn’t it ironic that social distancing has brought us back together?
In ad parlance we’d become “segments”. In some cases, segments of segment – each living in our own little micro-pod of narrow interests. Common cultural moments that were former global touchstones, effortless reference points, had rapidly disappeared – until now. We now share a common tongue, we speak Covid-19. Our new disease-driven lexicon includes words like “flatten the curve”, “social distancing”, “self-isolation” and “Zoom”.
Beyond vocabulary, we are now united in the effort to buoy each other’s spirits and stay connected while still staying safe. Cristina Markham of Fuse authored and orchestrated a virtual pub trivia night for her agency. Don Saynor of The Jack Russell Agency is creating a charming “BasicDad” series for those parents sequestered at home, offering tips on kid-friendly spaghetti-making and crafts. In my own orbit, I’ve arranged several virtual “Covid-19 Cocktail Catch-ups” with friends via Zoom.
Together, we are all now mindfully making the effort to stay connected in a way we took for granted before. Calamity brought us back together again. And social distancing is keeping us there.
Cristina Markham of Fuse authored and orchestrated a virtual pub trivia night for her agency