The Right Tone, Right Now?

It's a crazy time to launch a product. I'm writing our launch blog post now, and I've been wrestling with striking the right tone. Recognizing the situation, that your launch isn't the most important thing, that others are struggling and/or suffering, is a challenge. What are some examples of folks doing this well?

I love the post from @randfish announcing SparkToro. Also, the email from Patagonia shared by @harrydry. What are some other great examples of messaging in trying times that are empathetic, sincere and effective?