Long before the advent of social media, the American telecoms giant AT&T ran a highly successful and bold advertising campaign in the 1980s accompanied by the infectious jingle, Reach Out And Touch Someone.It was based on the idea, fortuitously, that you “didn’t have to wait until the next reunion to get together with your old friends”. The telecoms giant urged customers to simply pick up their telephones and call someone. They wanted them to talk for as long as they liked. The incentive was reduced telephone rates, and customers paid even less if they called overseas or out of state after 11 p.m.These are certainly times to reach out and touch someone virtually, because the COVID-19 pandemic has rendered the warmth of casual hugs and kisses a health threat.