For one particular partner, that promotes news, current events and business publications, the standard objective was to promote subscriptions to their content. Our teams collaborated and decided we must change gears on our short-term objectives keeping COVID-19 in mind. We altered our approach and began to run more branded content to build awareness to business professionals working in these conditions. Although maintaining business objectives is important, as a provider of knowledge, our partner also has a social responsibility to help people with content that will help them adjust to this new lifestyle. We will revisit the subscriptions initiative when the heat of the Coronavirus is over, but for the time being, we will focus on other tactics to drive users to meaningful, helpful content.