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Are you changing with them?","contactLinks":[[{"_key":"26c26a763db5","_type":"block","children":[{"_key":"26c26a763db50","_type":"span","marks":[],"text":"To explore and apply further insights about post-Pandemic consumers for your sector, business, or brand, please contact:"}],"markDefs":[],"style":"normal"},{"_key":"abe93a1e9b2c","_type":"block","children":[{"_key":"abe93a1e9b2c0","_type":"span","marks":["strong"],"text":"Suresh Raj"},{"_key":"abe93a1e9b2c1","_type":"span","marks":[],"text":"\n"},{"_key":"abe93a1e9b2c2","_type":"span","marks":["c16dcc6e98f9"],"text":"hello@v7international.com"},{"_key":"abe93a1e9b2c3","_type":"span","marks":[],"text":""},{"_key":"abe93a1e9b2c4","_type":"span","marks":["bc73f602111b"],"text":""},{"_key":"abe93a1e9b2c5","_type":"span","marks":[],"text":""}],"markDefs":[{"_key":"c16dcc6e98f9","_type":"link","href":"mailto:hello@v7international.com?subject=Working%20together&body=I%E2%80%99m%20interested%20in%20learning%20more%20about%20the%20insights%20you%20have%20on%20post-Pandemic%20consumers%2C%20and%20how%20that%20could%20help%20my%20business%20move%20forward.","title":"Working together"},{"_key":"bc73f602111b","_type":"link","href":"mailto:suresh.raj@blue-impact.com","title":"Contact Suresh Raj"}],"style":"normal"}],[{"_key":"06df87ba3516","_type":"block","children":[{"_key":"06df87ba35160","_type":"span","marks":[],"text":""},{"_key":"06df87ba35161","_type":"span","marks":["0c1245cca704"],"text":"Click here"},{"_key":"06df87ba35162","_type":"span","marks":[],"text":" to subscribe to the latest consumer insights and additions to our live data monitor."}],"markDefs":[{"_key":"0c1245cca704","_type":"link","href":"mailto:monitor@v7international.com?subject=Keep%20me%20posted&body=Please%20keep%20me%20up-to-date%20on%20the%20data%20and%20insights%20from%20the%20COVID-19%20Monitor%20as%20they%20develop.","title":"Keep me posted"}],"style":"normal"}]],"dataMonitorButtonLabel":"View data dashboard","dataMonitorHeading":"View Our Ongoing Consumer Data","dataMonitorParagraph":[{"_key":"e5f234295c9f","_type":"block","children":[{"_key":"e5f234295c9f0","_type":"span","marks":[],"text":"Toggle back and forth between our Insights and the data dashboard. Our data are being refreshed in real time, as surveys are being fielded, with new international markets being launched every few weeks."}],"markDefs":[],"style":"normal"}],"perspectivesBlocks":[{"_key":"f07a6154dc18","downloads":[{"_key":"e92979bb07ba","file":{"_type":"file","asset":{"originalFilename":"BFI Monitor CMO Report.pdf","url":"https://cdn.sanity.io/files/1tkgris1/production/a1ef194c4684dd64db1aabde7bf4216ecffc3e63.pdf"}},"label":"Download"}],"excerpt":"COVID-19 has united the world against a single problem. Over 25 CMOs from around the world talk to us about adapting to the new consumer needs. 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This series explores how the past can help us build the right path into the future.","featureImage":{"_type":"image","asset":{"extension":"jpg","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1.6488888888888888,"height":450,"width":742},"lqip":"data:image/jpeg;base64,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"},"mimeType":"image/jpeg","url":"https://cdn.sanity.io/images/1tkgris1/production/9abf916275295daf4562bfb190a2b10052a8d4bb-742x450.jpg"}},"heading":"Looking Back to See Forward: COVID-19’s historical context","subheading":"Special Report"}],"perspectivesHeading":"Dig Into Deeper Perspectives","perspectivesParagraph":[{"_key":"ad04ea826e82","_type":"block","children":[{"_key":"ad04ea826e820","_type":"span","marks":[],"text":"Our global network has pulled together additional perspectives that help shine more light on the data analysis and trends we’re tracking along the recovery from the pandemic."}],"markDefs":[],"style":"normal"},{"_key":"9679e57cfbab","_type":"block","children":[{"_key":"9679e57cfbab0","_type":"span","marks":[],"text":"Analysis and points of view from Interviews with international CMOs."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"67b0273cef62","_type":"block","children":[{"_key":"67b0273cef620","_type":"span","marks":[],"text":"Historical cues and other thoughts from renowned cultural anthropologist."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"89022f2a2bc9","_type":"block","children":[{"_key":"89022f2a2bc90","_type":"span","marks":[],"text":"Changing trends and themes from social-channel listening around the globe."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}]},"page":{"_createdAt":"2020-12-17T15:02:01Z","_id":"f757af58-fa74-447a-ab52-75158af04838","_rev":"Bdyg0pddRFfLYiLehc4a0d","_type":"article","_updatedAt":"2020-12-18T01:39:38Z","content":[{"_key":"41272b82741b","blocks":[{"_key":"94fe25ce0728","_type":"contentBlock","content":[{"_key":"65575541f785","_type":"block","children":[{"_key":"f00a393c1a92","_type":"span","marks":[],"text":"\n“People fail to get along because they fear each other; they fear each other because they don’t know each other; they don’t know each other because they have not communicated with each other.”"}],"markDefs":[],"style":"blockquote"},{"_key":"b184136381ec","_type":"block","children":[{"_key":"eddd5e154f47","_type":"span","marks":["padTop"],"text":"Martin Luther King Jr."}],"markDefs":[],"style":"p"},{"_key":"064312ed0aa7","_type":"block","children":[{"_key":"ed780f68e93f","_type":"span","marks":["padTop"],"text":"As the tumultuous year of 2020 nears a far-from-normal finale, historic events of social unrest, racial strife, global illness, and political division invite a question of whether our shared new normal is to be one of tension and oppression, or perhaps we have hit a nadir, and a modern-day renaissance will now begin to emerge."}],"markDefs":[],"style":"normal"}],"hasTopBorder":true},{"_key":"4048528b9766","_type":"imageWithText","compact":false,"image":{"_type":"image","asset":{"extension":"png","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1.2582781456953642,"height":453,"width":570},"lqip":"data:image/png;base64,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"},"mimeType":"image/png","url":"https://cdn.sanity.io/images/1tkgris1/production/273b6c02f7448b0f82a26af942f8d66192f0255b-570x453.png"}},"layout":"rtl","noVerticalPadding":true,"smallImage":false,"text":[{"_key":"ab62fcf30a88","_type":"block","children":[{"_key":"5c025ed04cb4","_type":"span","marks":[],"text":"Societal trend research and data point to a reawakening of empathy, where people are regrouping along new social lines and holding each other accountable to recognize and respect the other."}],"markDefs":[],"style":"normal"},{"_key":"db1884852571","_type":"block","children":[{"_key":"c014a4c3b939","_type":"span","marks":[],"text":"Accountability extends beyond individuals and now includes public and private institutions and organizations. Corporate and brand purpose, and substantive contributions toward better social outcomes are also in the spotlight. Consumers will increasingly avoid transacting with companies that act contrary to their values and, increasingly, will vote with their wallets, and they will tend to share their influence with others across their networks."}],"markDefs":[],"style":"normal"}]},{"_key":"efbc8ae3f10c","_type":"contentBlock","content":[{"_key":"d711f1d4bbe0","_type":"block","children":[{"_key":"5773dbdec594","_type":"span","marks":[],"text":"Marketers are tasked with determining how brands should walk, talk and engage with customers into 2021, on the other side of this difficult year gone by, with changed outlooks and high expectations."}],"markDefs":[],"style":"normal"}]},{"_key":"eb70444b32e7","_type":"subheading","large":true,"text":"A CASE<br/>FOR EMPATHY"},{"_key":"339a4ecf41eb","_type":"contentBlock","content":[{"_key":"8315b7bac949","_type":"block","children":[{"_key":"b552739ba77c","_type":"span","marks":["90ff817382c6"],"text":"As social media trends have demonstrated, the days of one-way brand-building efforts have long since been rebalanced. Campaigns and communications designed in a boardroom and pushed at consumers now only account for a portion of what drives brand equity and image perceptions."}],"markDefs":[{"_key":"90ff817382c6","_type":"size","size":"text-2-5xl"}],"style":"p"}]},{"_key":"58dc5512c00e","_type":"image","alt":"Person with a laptop & phone","asset":{"metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":2.0263852242744065,"height":379,"width":768},"lqip":"data:image/png;base64,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"},"originalFilename":"person-with-laptop-and-phone@2x.png","url":"https://cdn.sanity.io/images/1tkgris1/production/ec78a22ce28867d3f1e86d58565701382bb581c9-768x379.png"}},{"_key":"329575aeffbb","_type":"contentBlock","content":[{"_key":"54dd6a4b390c","_type":"block","children":[{"_key":"fa22d53a9178","_type":"span","marks":[],"text":"Consumers have gained significantly more control over how brands are shaped and built up, or inversely brought down. Brands are now creating highly personified images online; they are shared, liked and discussed with or without corporate involvement, and they are assessed by way of their actions and values above and beyond their products and offers."}],"markDefs":[],"style":"normal"}]},{"_key":"9c6c140cc47b","_type":"highlightBock","content":[{"_key":"f1e8d217c888","_type":"block","children":[{"_key":"6c2d82c41e69","_type":"span","marks":[],"text":"Consumers have further heighted their expectations of how brands should behave"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"d8c23d96cdfc","_type":"block","children":[{"_key":"12968827ac88","_type":"span","marks":[],"text":"Communities of interest are defining a new view of segmentation"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"1700a8413cb0","_type":"block","children":[{"_key":"a5afbbf8fb91","_type":"span","marks":[],"text":"Empathy includes everyone: It is diverse and holds mass-audience appeal"}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"highlightText":"The implications are significant:   ","theme":"blue"},{"_key":"53fa5f50e2a9","_type":"contentBlock","content":[{"_key":"8f744819491a","_type":"block","children":[{"_key":"14bc59cf4f4a","_type":"span","marks":[],"text":"Consumers are expecting brands to engage and participate directly in the societies that buy and consume their products, not merely observe from the sidelines. To deepen brand equity and fuel business momentum, marketers must keep pace and fully understand these expectations."}],"markDefs":[],"style":"normal"},{"_key":"97e7b2fa6bac","_type":"block","children":[{"_key":"e352d3ab03ff","_type":"span","marks":["84451272ce4a","padTop"],"text":"Contemporary research suggests brands need to extend beyond commercial interest, demonstrate social commitment, and relate to people at a human level."}],"markDefs":[{"_key":"84451272ce4a","_type":"size","size":"text-2-5xl"}],"style":"normal"}]}],"sectionTheme":"theme-white","sectionTitle":"First Section"},{"_key":"cb3bf53faca5","blocks":[{"_key":"93f6bd59473e","_type":"subheading","large":true,"text":"1. CONSUMERS HAVE HEIGHTENED<br/>EXPECTATIONS OF BRANDS"},{"_key":"058c9a5e5acb","_type":"contentBlock","content":[{"_key":"a7ab2513573c","_type":"block","children":[{"_key":"6771495aebde","_type":"span","marks":[],"text":"Consumers expect brands to understand, respond\nand act responsibly."}],"markDefs":[{"_key":"83a0301fce71","_type":"size","size":"text-2-5xl"}],"style":"h3"}]},{"_key":"58a54b2a395a","_type":"imageWithText","compact":true,"image":{"_type":"image","asset":{"extension":"png","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1,"height":496,"width":496},"lqip":"data:image/png;base64,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"},"mimeType":"image/png","url":"https://cdn.sanity.io/images/1tkgris1/production/24d15125c09c1018f538d7eb177aaf243bd1a6a3-496x496.png"}},"layout":"ltr","noVerticalPadding":true,"smallImage":false,"text":[{"_key":"c0c1b4f03386","_type":"block","children":[{"_key":"18150dd5b0ef","_type":"span","marks":["8b67081000a5"],"text":"Nine in ten Americans continue to think that brands need to show empathy with actions and not just words, and 86% think that showing empathy is critical to creating greater loyalty."},{"_key":"ddf5f1fbfd55","_type":"span","marks":[],"text":"\n"},{"_key":"06543c6e46c7","_type":"span","marks":["em","padTop"],"text":"Ipsos survey for Pepsico, May 2020"}],"markDefs":[{"_key":"8b67081000a5","_type":"size","size":"text-2-5xl"},{"_key":"1341d67116a3","_type":"size","size":"text-lg"},{"_key":"c95907d178e1","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"verticalCenter":true},{"_key":"94fb971adccc","_type":"imageWithText","compact":true,"image":{"_type":"image","asset":{"extension":"png","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1.1183673469387756,"height":490,"width":548},"lqip":"data:image/png;base64,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"},"mimeType":"image/png","url":"https://cdn.sanity.io/images/1tkgris1/production/8fd4cef1f9b092eb9f14109cba35570052189666-548x490.png"}},"layout":"rtl","noVerticalPadding":true,"text":[{"_key":"1e30ea536ef3","_type":"block","children":[{"_key":"a345f456c884","_type":"span","marks":["ad0b904d115e"],"text":"79% of people agree that a company, through its brand, should respond to issues of social crisis."},{"_key":"99d3d351a9e2","_type":"span","marks":[],"text":"\n"},{"_key":"2a0e4fec7fd4","_type":"span","marks":["em","padTop"],"text":"Axios/The Harris Poll 100 – June 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of not only a brand’s commercially-motivated messages, consumers are increasingly aware of when companies and brand actively participate in social issues and act responsibly. When brands do engage, a majority of people feel it demonstrates leadership by example. Conversely, not taking action can imply a lack of social values. Companies that stand up and speak out will see gains in their overall perceived reputation. A challenge to bear in mind is that the very notion of responsibility is subjective which complicates determining how to align with audiences who are more polarized socio-politically than ever in modern history."}],"markDefs":[],"style":"normal"}],"verticalCenter":false},{"_key":"914ba3ef466f","_type":"contentBlock","content":[{"_key":"96fea9611d6d","_type":"block","children":[{"_key":"d6f15431a5c1","_type":"span","marks":[],"text":"Brands are expected to demonstrate \nempathy towards those in need."}],"markDefs":[],"style":"h3"}],"hasTopBorder":true},{"_key":"0764c8e97b9e","_type":"imageWithText","compact":true,"image":{"_type":"image","asset":{"extension":"png","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1.213953488372093,"height":430,"width":522},"lqip":"data:image/png;base64,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"},"mimeType":"image/png","url":"https://cdn.sanity.io/images/1tkgris1/production/9088e316bd3bc1a0215e8ecb784eabb801e311db-522x430.png"}},"layout":"ltr","text":[{"_key":"1be222bf1ee7","_type":"block","children":[{"_key":"e63a3da3f740","_type":"span","marks":["abdcfa565177"],"text":"69% of people expect brands to display empathy to those who suffer from discrimination."},{"_key":"108069c302df","_type":"span","marks":[],"text":"\n"},{"_key":"42548f23e5c1","_type":"span","marks":["em","padTop"],"text":"Ipsos Brand Response Research, June 2020"}],"markDefs":[{"_key":"abdcfa565177","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"verticalCenter":true},{"_key":"ff9937ea7bdb","_type":"imageWithText","image":{"_type":"image","asset":{"extension":"jpg","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1.3282442748091603,"height":262,"width":348},"lqip":"data:image/jpeg;base64,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"},"mimeType":"image/jpeg","url":"https://cdn.sanity.io/images/1tkgris1/production/1cfffe01618a43927cd0634973b3f4c16dbf9356-348x262.jpg"}},"layout":"ltr","smallImage":true,"text":[{"_key":"e0089f3a959b","_type":"block","children":[{"_key":"40a1ae10b048","_type":"span","marks":[],"text":"Across all the possible actions a company might undertake including messaging, education and internal policy, consumers have identified that the top, most-important effort they expect is a demonstration of empathy towards those who suffer from discrimination. As it pertains to social cause and purpose, consumers are indicating they expect a brand to recognize, understand and prioritize those who are most vulnerable and discriminated against."}],"markDefs":[],"style":"normal"}]},{"_key":"646209286492","_type":"contentBlock","content":[{"_key":"052ae806597f","_type":"block","children":[{"_key":"a5fa556196a6","_type":"span","marks":[],"text":"Silent brands risk being seen as \nout of touch and lacking integrity."}],"markDefs":[],"style":"h3"}],"hasTopBorder":true},{"_key":"a6d9fe3fc56f","_type":"imageWithText","compact":true,"image":{"_type":"image","alt":"Company silence 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as how many people notice the brands who actively participate and contribute to social improvement, they also keep score of brands who do not engage and who remain silent. For many consumers, what brands choose not to do is just as representative of their values and purpose as what brands do follow-through on."}],"markDefs":[],"style":"normal"}]}],"sectionTheme":"theme-light","sectionTitle":"1. CONSUMERS HAVE HEIGHTENED EXPECTATIONS OF BRANDS"},{"_key":"efb48ce6d5a0","blocks":[{"_key":"385a5746305b","_type":"subheading","large":true,"text":"2. COMMUNITIES OF INTEREST<br/>DEFINE A NEW SEGMENTATION"},{"_key":"d6eba038394d","_type":"contentBlock","content":[{"_key":"7b26b9db6596","_type":"block","children":[{"_key":"18b48b68b9fd","_type":"span","marks":[],"text":"Younger consumer generations\nare redefining communities."}],"markDefs":[],"style":"h3"}]},{"_key":"6471b0cadb6b","_type":"statsGroup","noVerticalPadding":true,"smallDescription":true,"statWidth":"1/2","stats":[{"_key":"2ae35059345e","statDescription":"of Gen Z (born 1995-2010) believe communities are created by causes and interests, not by economic backgrounds or educational levels.","statNumber":"66%"},{"_key":"078dd21e5c50","statDescription":"of Gen Z value brands that don’t classify items as male or female.","statNumber":"48%"}]},{"_key":"c2557959d6c6","_type":"imageWithText","compact":false,"image":{"_type":"image","asset":{"extension":"jpg","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1.3282442748091603,"height":262,"width":348},"lqip":"data:image/jpeg;base64,/9j/2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj/2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj/wAARCAAPABQDASIAAhEBAxEB/8QAFwAAAwEAAAAAAAAAAAAAAAAAAAYHCP/EACIQAAEDBAICAwAAAAAAAAAAAAECAwQABQYREiETMRRRYf/EABYBAQEBAAAAAAAAAAAAAAAAAAMBBP/EAB0RAAIBBAMAAAAAAAAAAAAAAAECAAMEEiERMUH/2gAMAwEAAhEDEQA/AHbGLm9DyKztyJT7yn2i0tsq6T30TVWkcUMrWRsJG+qzPaJ4czOM8fN8hOzsL0n19U6w87XEtt3jTHHFIBIQ4dqUCR6H4KSmxXTGW4oZ8MolN4tykpeYXttQ2NUVm235xf2GC3AuJEdKjx5I7opsyPZlNnvXU//Z"},"mimeType":"image/jpeg","url":"https://cdn.sanity.io/images/1tkgris1/production/455309a45ad35c5d5881e34bbd6b1ef080226a31-348x262.jpg"}},"layout":"ltr","noVerticalPadding":false,"smallImage":true,"text":[{"_key":"2aa9473c9d50","_type":"block","children":[{"_key":"aa2abd4929a7","_type":"span","marks":[],"text":"To demonstrate empathy towards communities of interest, brands will need to evolve and elevate how they identify and reach those communities. These communities will be united based more on shared values and beliefs than on traditional factors such as age, gender or income. What a brand believes in, and cares about – and how the brand expresses that caring – will matter increasingly beyond what it is selling and marketing."}],"markDefs":[],"style":"normal"}]},{"_key":"3a102d7d034f","_type":"sectionBreak","label":"divider"},{"_key":"d1b5fc49cee3","_type":"singleQuote","content":"Empathy didn’t used to matter at all. And then it began rising steadily … the part of the U.S. where people are least interested in empathy is Washington D.C.","heading":"Gen Z and Gen A are empathetic generations","source":"Grant McCraken, Futurist and Anthropologist, “MappingtheFuture.com” August 2020"},{"_key":"1405ca431992","_type":"imageWithText","image":{"_type":"image","alt":"Women embracing","asset":{"extension":"jpg","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1.3282442748091603,"height":262,"width":348},"lqip":"data:image/jpeg;base64,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"},"mimeType":"image/jpeg","url":"https://cdn.sanity.io/images/1tkgris1/production/ea9609dbe38459350fd4ebc347588b228571de09-348x262.jpg"}},"layout":"ltr","smallImage":true,"text":[{"_key":"8ad76cf914e5","_type":"block","children":[{"_key":"fdf01d956ac1","_type":"span","marks":[],"text":"From the 1950s onwards, the public interest and importance placed on demonstrating empathy towards each other has been increasing, and as of late, accelerating. 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Brands that participate and involve themselves in a positive culture shift by contributing to social progress will be seen as part of the solution versus part of the problem."}],"markDefs":[{"_key":"666ec96915de","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"hasTopBorder":true}],"sectionTheme":"theme-white","sectionTitle":"3. 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These audiences seek subscriptions over ownership, broadcast individuality and opinions, and their every purchase is balanced with ethical considerations that align with their deeply held beliefs."}],"markDefs":[{"_key":"6ff5e41d022b","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"noVerticalPadding":true,"theme":"transparent"},{"_key":"599bcc08f963","_type":"contentBlock","content":[{"_key":"2814e2b337d8","_type":"block","children":[{"_key":"af0e49e436b4","_type":"span","marks":["eefe6d18fc2e","strong"],"text":"Some great brand examples:"}],"markDefs":[{"_key":"eefe6d18fc2e","_type":"size","size":"text-2-5xl"}],"style":"normal"}],"hasTopBorder":true},{"_key":"a08c9ff95521","_type":"imageWithText","image":{"_type":"image","alt":"Skillshot Gamer Therapy initiative","asset":{"extension":"jpg","metadata":{"dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1.3282442748091603,"height":262,"width":348},"lqip":"data:image/jpeg;base64,/9j/2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj/2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj/wAARCAAPABQDASIAAhEBAxEB/8QAFwAAAwEAAAAAAAAAAAAAAAAAAAQFB//EACAQAAICAQQDAQAAAAAAAAAAAAECAwQABREhMRIyQVH/xAAVAQEBAAAAAAAAAAAAAAAAAAAABP/EABQRAQAAAAAAAAAAAAAAAAAAAAD/2gAMAwEAAhEDEQA/ANxva1Xqs8Z5lHQP3E6mvKJmS0oj48gS++VWrRuzM9aMt+n7iU1IOjsdNrs/GwLdjLUSlWsJYiEiepwxKJrMCCOKlGqDoCTDA//Z"},"mimeType":"image/jpeg","url":"https://cdn.sanity.io/images/1tkgris1/production/916704dc03603c2a65c7bed5dccef823d4423869-348x262.jpg"}},"layout":"ltr","noVerticalPadding":true,"smallImage":true,"text":[{"_key":"9b7b534d5405","_type":"block","children":[{"_key":"2174054efdc5","_type":"span","marks":[],"text":"Recognizing the rising need for mental health support as the coronavirus pandemic continues to march around the globe, Esports company Skillshot in partnership with mental health organization Rise Above the Disorder (RAD) leverage the gaming platform as a way to connect with players. 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In addition, Oreo is giving away 10,000 packs of limited-edition Rainbow Cookies to reward acts of allyship that benefit the LGBTQ+ community. Each pack of the colorful cookies, not available in stores, comes with seven different colored creme fillings inspired by the colors of the Pride flag. 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For example, a recent FX program “A Teacher” – about an illegal student-teacher relationship – includes both a trigger warning at the beginning of each episode, as well as an ending message directing any survivors of abuse to helpful resources. These same types of commitments can be found in programming that includes content with suicide, eating disorders, gender issues, or other abuse. 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