As a result of this disastrous pandemic, a set of entirely new solutions is needed to save lives while also making sure people’s livelihoods are protected. Aprio suggested the creation of a virtual coalition platform – a website called savemylivelihood.co.za – from which the alcohol industry association and local and multinational brands could tell their side of the story and explain that the suspension of sales could impact up to one million people. A social media campaign was launched under the hashtag #savemylivelihood to accompany the website. Online communities were mobilised for myth-busting and fact checking in online conversations, while coalition members were encouraged to motivate their audiences to share content. The campaign trended at #1 on Twitter in its first weekend. Prior to launching the campaign we used targeted media outreach and a collection of data and figures to ensure the industry’s stance was understood and supported by journalists.