Types of anti-programs. The traces were obtained from messages in-store and observations online
| Types of anti-programs | Traces |
|---|---|
| 1. Fighting spread of COVID-19 using prompts | Avoid physical contact; Keep your distance from employees and other customers – at least 2 meters whenever you can; Please pay by card, whenever possible; Cough or sneeze into the crook of your arm; When you have symptoms, like a cough, avoid environments where you risk infecting others; This is a cash-free store; Use hand sanitizers and remember to keep your distance; Help us reduce the risk of spreading infection by keeping your distance from each other; Only one person at a time at the cash-desk, for your safety and ours; Remember to keep your distance and please use the hand sanitizer before entering the store; Entry (arrow to the left), Exit (arrow to the right) |
| 2. Verbalizing responsibility | We take care with our hand hygiene and wash our hands regularly; We keep our physical distance; We don't go to work when we have even the slightest cold symptoms; We have taken extra precautions to guarantee in-store safety; Distance – Hand sanitizers – Protective gloves; We prioritize the health of our customers and employees; Limited number of shoppers in-store simultaneously; Only 10 people at a time in-store |
| 3. Creating a feeling of collectivity | Take care of yourself!; It's important to us that you as a customer of [name of company] feel safe when shopping with us; We're now facing big challenges. [Company name] cares about you and your safety; Whichever way you choose to shop, we'll be here when you need us – both in your local [company name] store and online; We believe in fighting and doing our best at this challenging time, and we also believe in a better future without Corona; We're sticking together, and letting joy and generosity guide us through day-to-day life; We're doing this together!; #[company name] Together; Thanks for being considerate |
| 4. Aspiring to heroism | The H&M Foundation is now donating USD 500,000 to the COVID-19 Solidarity Response Fund in support of the World Health Organization, launched by the United Nations Foundation on Friday (H&M Foundation, March 20, 2020); We're so proud to announce that we're reallocating 1 million SEK to enter the important new UNICEF project “Create a protective Environment for children in Bangladesh during the COVID-19 pandemic” (Gina Tricot, May 6, 2020); We're letting aid organizations utilize our channels to share information during the COVID-19 pandemic (H&M, May, 19, 2020); At Happy Socks, we're donating socks to the doctors and nurses working tirelessly at the forefront of this COVID-19 pandemic (Happy Socks, May 25, 2020); H&M is proud to be the first fashion brand to provide supplies of fabrics to the “Masque Solidaire” (Solidarity Mask) initiative of Paris Good Fashion (H&M, May 25, 2020); Up until today, we've helped 40 companies with free advertising – and the need has been overwhelming (Indiska, May 25, 2020); Good things happen when we support each other. This week, we're lending our social media channels to Oxfam, a global aid organization working hard to prevent the spread of the virus (H&M, May 29, 2020) |
| 5. Mobilizing support for continued trading | Temporary opening hours; We're available online at [company website]. Returns and refunds are available for 30 days, both for online and in-store purchases; Shop from home – get delivery directly to your door; For those existing and new Key Customers, we now open up for online shopping of the department store's selection with free delivery (when spending more than 500 SEK per household) Home delivery; You can also choose to send a gift to someone you like, direct to their home. Just ask us, or book at [company website]; Shop online!; Free delivery over 500 SEK; Free delivery and free returns when you pick up from and return to our department store; We appreciate your visit; Support your local retailer; Thank you for coming here; Welcome back! |
| Types of anti-programs | Traces |
|---|---|
| 1. Fighting spread of COVID-19 using prompts | Avoid physical contact; Keep your distance from employees and other customers – at least 2 meters whenever you can; Please pay by card, whenever possible; Cough or sneeze into the crook of your arm; When you have symptoms, like a cough, avoid environments where you risk infecting others; This is a cash-free store; Use hand sanitizers and remember to keep your distance; Help us reduce the risk of spreading infection by keeping your distance from each other; Only one person at a time at the cash-desk, for your safety and ours; Remember to keep your distance and please use the hand sanitizer before entering the store; Entry (arrow to the left), Exit (arrow to the right) |
| 2. Verbalizing responsibility | We take care with our hand hygiene and wash our hands regularly; We keep our physical distance; We don't go to work when we have even the slightest cold symptoms; We have taken extra precautions to guarantee in-store safety; Distance – Hand sanitizers – Protective gloves; We prioritize the health of our customers and employees; Limited number of shoppers in-store simultaneously; Only 10 people at a time in-store |
| 3. Creating a feeling of collectivity | Take care of yourself!; It's important to us that you as a customer of [name of company] feel safe when shopping with us; We're now facing big challenges. [Company name] cares about you and your safety; Whichever way you choose to shop, we'll be here when you need us – both in your local [company name] store and online; We believe in fighting and doing our best at this challenging time, and we also believe in a better future without Corona; We're sticking together, and letting joy and generosity guide us through day-to-day life; We're doing this together!; #[company name] Together; Thanks for being considerate |
| 4. Aspiring to heroism | The H&M Foundation is now donating USD 500,000 to the COVID-19 Solidarity Response Fund in support of the World Health Organization, launched by the United Nations Foundation on Friday (H&M Foundation, March 20, 2020); We're so proud to announce that we're reallocating 1 million SEK to enter the important new UNICEF project “Create a protective Environment for children in Bangladesh during the COVID-19 pandemic” (Gina Tricot, May 6, 2020); We're letting aid organizations utilize our channels to share information during the COVID-19 pandemic (H&M, May, 19, 2020); At Happy Socks, we're donating socks to the doctors and nurses working tirelessly at the forefront of this COVID-19 pandemic (Happy Socks, May 25, 2020); H&M is proud to be the first fashion brand to provide supplies of fabrics to the “Masque Solidaire” (Solidarity Mask) initiative of Paris Good Fashion (H&M, May 25, 2020); Up until today, we've helped 40 companies with free advertising – and the need has been overwhelming (Indiska, May 25, 2020); Good things happen when we support each other. This week, we're lending our social media channels to Oxfam, a global aid organization working hard to prevent the spread of the virus (H&M, May 29, 2020) |
| 5. Mobilizing support for continued trading | Temporary opening hours; We're available online at [company website]. Returns and refunds are available for 30 days, both for online and in-store purchases; Shop from home – get delivery directly to your door; For those existing and new Key Customers, we now open up for online shopping of the department store's selection with free delivery (when spending more than 500 SEK per household) Home delivery; You can also choose to send a gift to someone you like, direct to their home. Just ask us, or book at [company website]; Shop online!; Free delivery over 500 SEK; Free delivery and free returns when you pick up from and return to our department store; We appreciate your visit; Support your local retailer; Thank you for coming here; Welcome back! |
Source(s): Author's work