Many brands are jumping into the altruism game to help communities and customers as the pandemic rages on. But will these efforts make a lasting impact? Hillary Haley, a social psychologist at L.A. agency RPA, says brands can see the most benefit long-term “if they can play the connector role” between worthy causes and anxious consumers.

Agency Fancy put out a series of images and GIFs for the peer-to-peer platform Mask Match that enables people to send unused personal protective gear directly to medical professionals. And Lowe’s, sticking with its DIY messaging, encouraged consumers to make signs of gratitude for delivery, health-care and retail workers.

Read more: Here are strategies that can help you strike the right tone and make a difference as a marketer today.

• Related: Spice brand McCormick has shifted its marketing and is now engaging with at-home chefs with social media Q&As, cooking tutorials, Spotify playlists and positive "It's Gonna Be Good" messaging.

Adweek talked with Chris Smalls—perhaps best known as the guy Amazon fired after organizing a walkout—about his experience inside Amazon’s warehouses, why he organized the walkout, and what comes next for him. Here's a couple highlights:

• Smalls says reports that he was fired over violating social distancing aren't true as guidelines weren't in place in March. "I was placed on quarantine, but they didn’t quarantine any of my employees who I had been around for 10 hours. Why? I think they did it to silence me."
• He says Amazon isn't doing enough to protects its workers, arguing it needs to offer hazard pay and sick pay.
• His message to Jeff Bezos: "Take care of your employees. Pay your people. Stop dancing around. Pay employees for the entire month of March instead of giving them unlimited unpaid time."

Read more: Smalls explains what's really going on in Amazon warehouses.

Related: How Walkouts at Amazon Mirror Retail Strikes Through History

As the coronavirus pandemic continues, so do reports of protests among the essential workers at companies like Amazon, Whole Foods, Instacart and Target.

This moment in history is certainly unprecedented, but these strikes echo the time of the Great Depression and World War II. In 1941, workers at the department store Gimbels went on strike to demand the eight-hour workday recently adopted by the manufacturing industry, and in 1944, at the height of World War II, the Montgomery Ward strike in Chicago redefined workers' rights to fair pay and benefits.

Read more: While it's clear employees are up against a formidable foe, history shows their cause may not be lost if they can appeal to American consumers.

Video game engines like Unity and Unreal are becoming essential tools while filming is on hold. Production company The Mill, for instance, used game engines for a Google Pixel 3 ad featuring Childish Gambino, among several other projects. The main benefit of using game engines for production is that they can render content much faster than more traditional tools—and it can be paired with AR and VR for even more opportunities.

Read more: In addition, experiential clients that usually work in more physical spaces are looking to develop virtual activations and digital experiences.

Adweek has expanded its offering of live shows, webinars and virtual events during the crisis brought on by the coronavirus pandemic. Here's a schedule of events and links where you can tune in.

In an internal email to employees of Omnicom agencies, CEO John Wren outlined a series of cost-saving measures the holding company is taking in response to the impact of the coronavirus pandemic, including furloughs and layoffs. Wren is the first holding company CEO to reveal that he is forgoing his salary for the foreseeable future as he won't take a salary until the end of September.

Read more: Wren said that Omnicom will participate in government subsidy programs in various offices around the world, where possible, to avoid the need for layoffs.

Fiat Chrysler Automobiles (FCA) is based in the two countries that were among those hit hardest by the pandemic. Fortunately, Fiat’s experience in Italy helped its sister brands for what was to come. We talked with Olivier Francois, CMO of FCA and Fiat president, about how the brand turned a cancelled exhibition into an act of solidarity with Italy—and then extended its #StayAtHome social campaign across the broader company.

Read more: The strategy has been individualized for each brand, from Jeep's #StayOffTheRoad to Alfa Romeo's #MorePowerfulInPark.

The Latest in TV and Streaming News:

• Despite challenges, NBCUniversal may move up the national launch of its new streaming service Peacock, which is currently scheduled for July.
• Twenty years in, Big Brother Brazil has been averaging a record-setting 36 million daily viewers for its linear airings, as well as bonus episodes on Globo’s pay TV channel.
• Meredith will not participate in this year's NewFronts week, which was postponed to June, but says it expects to return in 2021.
• NBCUniversal, The Trade Desk and FreeWheel are partnering to bring a digital-like ad-buying approach to over-the-top (OTT) television.
• Creator and showrunner Dahvi Waller spoke with Adweek about how her two seasons as a writer and producer on Mad Men helped prepare her for FX's Mrs. America, debuting today to stream on FX on Hulu.
• In this Voice piece, Madwell creative director Laura Wasson argues that shows like Tiger King are providing the escapism everyone needs.

Best of the Rest: Today's Top News and Highlights

• Beeswax Buys MediaGamma to Shore Up Programmatic Offering
• How I Keep My Balance: Bloomberg Media's Julia Beizer
• Adweek Together: Telling the Story of a Generation
• Axios Rushes to Release App Due to Coronavirus
• Returning to a Contextual Model Might Help Solve Transparency Issues

In this campaign from agency Arnold, Progressive introduces Dr. Rick, a supposed “parenta-life coach” who helps home buyers avoid the fate of becoming their parents.

Adweek’s Executive Mentor Program connects senior-level marketers with some of the world’s top CMOs, CBOs, CEOs, Chief D&I Officers, Chief Creative Officers, and more to help shape the next generation of marketing leaders.

A pitch competition will be held for interested mentees (mid-senior executive marketers) to earn time with one of our executive mentors. If chosen, the mentee earns two 30-minute phone calls with their mentor and Adweek will help prepare both the mentee and the mentor for success.

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The spot features professionals relying on Teams to connect during the pandemic.

The platform is thinking about the 'culture of quarantine.'

Adweek Advisory Board member and Hypergiant founder Ben Lamm shares his expertise.

How this sparkling tonic brand built its business.

100,000 free pies for those at the epicenter of the pandemic.

Campaign for Webex includes PGA golfers and NYC Football Club.