Airbnb: Standing with Ukraine.
For all of us to live happily, the planet deserves love and peace. But, sometimes, the cruelty of situations takes a turn for the worse.
It deeply saddens me to write about what’s happening in the world. Russia launched a full-scale military invasion of Ukraine on February 24, 2022; battles have claimed the lives of more than 100 civilians and tens of thousands of Ukrainians fleeing to neighboring countries.
However, the president of Ukraine: Volodymyr Zelensky’s commendable efforts to reach out on social media and brands’ take on helping the country is laudable.
Digital media’s blend during the crisis of Ukraine.
In the digital and social media era, people may discover innovative online methods to support humanitarian initiatives and causes beyond giving to large nonprofit organizations. In addition, Digital technology has given individuals more control and can help establish at least the impression of intimate social connections.
People are more motivated to give to the recognizable beneficiary, so new platforms could help boost donation. It would seem more motivated to give to noticeable recipients. Especially the brand’s role in social media and utilization of digital marketing seems to play its card right.
Let’s talk about the brand- Airbnb.
Airbnb began in 2007 when two San Francisco Hosts welcomed three guests to their home, and since then has grown to 4 million Hosts who already have hosted more than 1 billion guests from nearly every country on the planet. Every day, Hosts provide guests with one-of-a-kind stays and activities that allow them to see the world more accurately and feel connected.
Role of the brand during the crisis
Picking an Airbnb in the middle of a war zone isn’t most people’s notion of a fun holiday. However, as the Russian assault on Ukraine increases, people worldwide are looking for ways to demonstrate solidarity and help the Ukrainian people. A few weeks ago, Airbnb announced that it would offer free, temporary housing to 100,000 refugees fleeing from Ukraine.
Booking Airbnbs has become a fast and effective way to get cash straight into the hands of desperate Ukrainians in places under siege like Kyiv, thanks to Airbnb temporarily waiving guest and host fees for bookings in Ukraine. Hosts are paid around 24 hours after a guest checks in Airbnbs in major Ukrainian cities without staying there is one new strategy gaining attraction.
CEO Brian Chesky tweets that Airbnb has suspended operations in Russia and Belarus.
In addition, Airbnb has launched a refugee fund separate from individual customer reservations of Ukrainian apartments to provide free, short-term accommodation to 100,000 refugees leaving Ukraine.
In the vein of the initiative:
The international response to Russia’s invasion of Ukraine has sparked fresh ideas for assisting people on the ground- Two Harvard students created their own “stripped-down” version of Airbnb to link Ukrainian migrants with emergency lodging swiftly.
Intake
Helping a country by banning items or retail establishments or refusing to run an app is one thing, but genuinely supporting people suffering during a war is another.
One of the most imaginative and empathetic ways a company can stretch to help the country during these difficult times is to develop a strategy like Airbnb’s. They are employing digital media and making an effort to enable customers to book while sitting at home without the intention of staying there and just wanting to support.
Aside from the tremendous humanitarian toll, the Ukraine crisis serves as a significant test of values after a year of societal upheaval. I believe brands with better equipment and social media presence can bring change than government officials.
A brand that does little to help those in need is a brand that does nothing at all.
Until next time,
TR
