The Covid-19 pandemic hit and in one way, will never leave. It’s one of those milestone moments that change things forever; one of those things that shifts human behavior, which as us marketers know, is one of the hardest thing to affect. Causing the change you want from typical, accepted-as-normal behavior to a new normal – or abnormal - takes a lot of time and money. It takes ubiquitous, can’t-miss-it media, both paid and earned, to get people to do or try something new; something out of the ordinary – like standing 6ft from someone you’re having a conversation with. Like wearing a facemask to the grocery store. Like washing your hands until they’re raw, cracked and dry.