June 1, 2020

Coming out the other side of a disruption


Avion team

Hi there,

We’ve been thinking a lot about disruption lately.

During this time in lockdown, we’ve all had to face the world in different ways than we’re used to. Instead of working together in person, we’ve had to stay connected virtually. Rather than enjoying ourselves out in the world with friends and family, we’ve had to refocus our energies and efforts inward. The things that once seemed easy, safe and stable now feel a little less certain, and a little more chaotic.

For small businesses around Australia, this disruption has caused a ripple effect through their industry – including ours. In response, the Avion team has had to rethink how we work, how we interact with each other and how we add real value to our clients. In short, we’ve had to get really creative, real fast.

While this period has been challenging, we’ve been finding some silver linings and genuine moments of creativity amongst the chaos. And we aren’t the only ones. Many business owners, entrepreneurs and larger organisations have discovered that reinvigorated creativity is one of the definite positives to come out of the pandemic disruption. These are just a few of our favourites examples of creative thinking in action.

1. Instagram’s launch of Guides feature

The crisis has emboldened large, agile companies to move even faster to try out new ideas on large groups of users. Instagram’s introduction of the Guides feature is one shining example of speedy innovation.

The Guides feature allows users to discover tips, recommendations and meaningful content from publishers with a focus on wellness and mental health. In a time when mental health support needs are predicted to skyrocket, Guides is making it easier for those who feel disconnected to find the information and support they need.

Our long-time client headspace is one of the first organisations in Australia to create content for the feature. For their first Guide, they’ve created ‘Maintaining a healthy headspace’, featuring 7 tips and additional content from AFL legend Tayla Harris.

2. Turning scuba gear into life-saving masks

Innovation can come in many forms. For Stanford University bioengineering professor Manu Prakash, a recent vacation and a positive COVID-19 test led to an idea to create 50,000 masks for health workers.

During his time in isolation, Prakash decided to use the skills he’d honed in his low-cost material lab to turn his holiday scuba gear into life-saving face masks. In a few short weeks, Prakash’s team created 1,500 masks and sent them to frontline workers across five states in the US. They’re planning to ship out 7,000 more masks in the coming weeks and have hopes to send out 50,000 Pneumasks to support those on the frontline.

3. Celebrating the possibilities of online education

Closer to home, the issue of schooling during lockdown restrictions has raged across both state and federal levels. In March this year, StarTime were ready to deliver their roving educational and entertaining content format to hundreds of holidaying school children. Then the COVID restrictions were introduced.

Instead of throwing in the towel, StarTime took the lockdown as a sign that times were permanently changing. They decided to go all in with their digital strategy, transitioning their broad range of learning programs online. Their bold move has already started to pay off. Programs are being rolled out in Singapore and Malaysia, and there’s growing interest in the US and New Zealand.

As copywriters we love a good story, both hearing and telling them. Great stories have helped to ease us through a very long lockdown. If you can’t wait to start your next chapter, we want to help you do it. Get in contact with us if you’re ready to turn this disruption into something creative, meaningful and overwhelmingly positive.

Until next time,

Claire & the Avion team



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