Leading tech digital platforms including Amazon, Apple, Facebook and Google are to partner with the Ad Council  and US government agencies to extend the reach and impact of Covid-19  response messaging.

The platforms working with the White House, US Department of Health and Human Services (HHS) and the Centers for Disease Control and Prevention (CDC) include Amazon, Apple, Facebook, Google, SiriusXM and Pandora, Pinterest, Snapchat, TikTok, Twitter and Verizon Media, among others, to create messaging to help in communications about the coronavirus.

From custom filters to emojis to influencer content, the digital and technology partners are leveraging their tools to connect their audiences with potentially life-saving messages to help slow the spread of the virus.

"We have seen the media industry come together time and time again to address the most critical issues facing our country, and the Covid-19 pandemic is no exception," said Lisa Sherman, president and chief executive of the Ad Council. "These digital and technology platforms have generously donated their talents and reach to empower millions of Americans to stay safe, informed and connected."

This is part of the Ad Council , working with the country's largest digital platforms and broadcast media networks to ensure the American public is receiving crucial and vetted information. While each platform is providing customized support, the common goal is to drive audiences to coronavirus.gov, a centralized resource from HHS and the CDC.

Donated media also includes Cadreon, EMX (a division of Engine Group), and The Trade Desk, which are building private marketplaces for publishers to donate media inventory. Acxiom, Crossix and Fluent are donating audience targeting segments through LiveRamp to help reach millennials and those who are at higher risk for Covid-19. Plus, DoubleVerify and IAS are leveraging their ad blocking technologies to serve campaign messages across a breadth of publisher sites.

Custom content creation will come from Pandora, who will make custom audio assets for media partners, an interactive campaign from Reddit, including a front page takeover, and a custom emoji from Twitter for the #AloneTogether hashtag. In addition, Snapchat will feature content on its app and Verizon Media is creating #AloneTogether content to be shared across its ecosystem of brands.