I believe it is, and all it takes is the simple act of saying ‘thank you’. Secondly, any ‘thank you’ stories told by brands need to be authentic to the brand’s voice and history. It was a great example of how saying thank you in the right place, at the right time can pull on heartstrings across the world. One of our projects with Woman’s Day will be saying Thank You to the frontline workers and community heroes at this difficult time. Ultimately, there is still so much opportunity for brave and bold brands to engage Australians on an emotional level right now.