May 22nd, 2020

An Update on Our COVID-19 Response Initiative


In the last few months, a tragic public health crisis has devastated communities all around the world. People are losing their lives and fighting for their livelihoods, parents are struggling to feed their families, and first responders are risking it all to protect our most vulnerable friends and neighbors. Giveback is at the heart of everything we do, so when we saw how hard the medical community was fighting, we knew we had to get involved. We pivoted an entire department, turning our Events & Partnerships team into an in-house COVID-19 task force. With this initiative, we were able to donate servings previously designated for in-person sampling and partnerships to those who needed them most.

When we launched our COVID-19 Response Initiative, we set out to reach as many people as possible. We hoped that by sending Hydration, Energy, and Sleep Multipliers to the front lines, maybe, just maybe, we could make one nurse, doctor, or first responder smile. We knew our products could make a tough shift just a little bit easier, and we wanted to help them feel more connected in this masked and distant world. Little did we know how overwhelming the response would be. We received over 7,000 individual donation requests, sending over 844,000 servings of Liquid I.V. products directly to healthcare workers and first responders.

Throughout this process, we’ve had the privilege of connecting with the medical community and hearing their experiences first hand. These stories have been both humbling and inspirational, a vehicle for renewed hope in a moment of helplessness. Here are just a few of the messages we received from healthcare professionals: 

“Our staff is being spread thin and every small gesture means the world to us. It shows that people care, our community cares and is thankful for all the long hard hours we put in, and for the many tears we shed for our patients.” – ICU Nurse

“It is a great relief to know there are businesses out there looking out for us nurses in difficult times like this. Not only your support is appreciated, but your action brings forward the motivation that keeps us going. Thank you!!!” – Nurse, St. Francis Medical Center

“We have to be in our PPE for 12+ hours sometimes, no lunch breaks or bathroom breaks. We can’t take our N95 masks off all shift unless we are in the break room. Oftentimes I get dehydrated, dry mouth and lips, nausea, dizzy, and lightheaded at work from wearing the mask so long and breathing in my own CO2. Before every shift I have been drinking Liquid I.V. so that I can stay hydrated before putting my mask on.” – Nurse, St. Joseph’s Medical Center

Thank you to everyone who shared their story. 

In addition to connecting and donating directly to medical personnel, we’ve also teamed up with some of the nation’s best relief organizations. These partnerships include working with nonprofits like Direct Relief, Meals on Wheels, Operation Gratitude, Food for the Poor, L.A. Food Bank, the Los Angeles Unified School District, and over 2,300 hospitals across the U.S. 

Joining forces with these institutions has enabled us to widen the scope of our giveback effort and make sure that our products get in the hands of those who need them most, including military personnel. Liquid I.V. is honored to join industry leaders like Starbucks, Prudential, Veterans United, and Mars Wrigley as a founding partner of Operation Gratitude’s ongoing 

Coalition to Support COVID-19 Frontline Responders. Through this coalition, Operation Gratitude is able to deliver critical supplies and letters of support to first responders across the nation. 

All told, we’ve been able to donate over 1.4 million servings to these organizations which, combined with our donations to medical professionals, means we’ve sent over 2.3 million servings to those affected by COVID-19.

These last few months have left us scared, tired, and afraid. As a society, we’ve become accustomed to the concept of lives lost as stats reported, and physical embraces as dangerous and forbidden. In times of crisis, hope isn’t always easily accessible. Our CEO Brandin Cohen put it perfectly: “It might be a little cliché, but man does it hold true in these times—tough times don’t last, tough people do. We are facing real adversity as humans right now. We will make it through to the other side and we will make it through even stronger.”

The scale at which we have been able to give back has been a beacon of hope for everyone on our team. We’ve been able to connect with more first responders than we ever could have imagined. They’ve graciously shared their stories, and we’ve listened with open ears and open hearts. The experience has been transformative. Being able to support our community has brought the LIV team together during this period of distance and disconnection. Remember: this too shall pass. And when it does, we’ll be waiting, ready to hear your stories. 

Written by Cleo Gold

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