Agree with the points above. Also you might want to consider tailoring your content to be more brand-led (vs. product or offer-led, since conversion isn’t the desired outcome anyway), but using a tone of voice that respects the overall mood of the targeted audience. I.e. tailor the message carefully, otherwise you risk coming across as tone-deaf. Also, the point above on consumer memories is absolutely true – be mindful of timing of any messaging and the lag to eventual call-to-action. Building brand equity through a value message that aligns to current sentiment is probably worthwhile and helping build positive dialogue with the community can be a way to relieve their general anxiety.