What to do:
Choose transparency over avoidance – No need to hide behind slogans or bury your head in the sand. We’re all in the same situation, so it’s better to acknowledge it.
Stay true to your brand’s voice - There’s no reason to speak like a government spokesperson or take on responsibility for national resilience.
Break the fourth wall - It’s okay to use a personal tone and be openly human.
Talk to your audience, not about your brand – Instead of saying, “We’re strong and open for business,” try, “We don’t know how this will end, but we’ll do what we can in our area of expertise.”
Do nothing - People already get enough push notifications, pop-ups, chain messages, and stressful alerts. Another generic message is unnecessary.
Pause, breathe, and evaluate how your brand can actually help - Collect donations, point people to government or municipal services, support employees and their families, assist reservists, relieve stress, help the elderly, clean shelters, etc.
This is an image of a banner I wrote for Drushim IL, Israel's leading job-search website. It went live during Iran–Israel war on June 2025 - a time when nothing really felt normal.
The banner’s headline read:
“Nothing feels normal right now... maybe job hunting can take your mind off things for a bit.”
This line wasn’t about marketing. It was about empathy.
It acknowledged the collective anxiety people were feeling, while gently offering a small escape, a moment of focus, purpose, or routine.
Golden tip - Ask yourself: If someone reads this message in a shelter, will it help, comfort, or soothe them - or will it stress them out and feel unnecessary?
In the thumbnail photo: Gali and I aren’t getting any messages because there’s no signal in the shelter.