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Photo from GSMI When the pandemic hit the country hard in March 2020, for many companies, the traditional model for communication and marketing must change. More than just to sell products, campaigns should have substance and purpose that mirrors the needs of today’s time and people. It became clear that there needed to be a platform where important messages are communicated on how to prevent the spread of the disease. One of the companies that is quick to adapt to the change is Ginebra San Miguel Inc. (GSMI). With its “Gin Responsibly” internal communications campaign, the beverage company ensured that in addition to company news and updates, timely and factual information on COVID-19 is shared with its employees and partners to prevent and mitigate its impacts on the organization and the business. ....