Purpose The purpose of this study is to reflect on some actions carried out in Colombia, both at the governmental and organizational levels, that can be considered collaborative innovations and that have emerged within this pandemic context seeking to generate an increase in trust and the awakening of others’ emotions, as well as manifestations or expressions of trust and emotions by the population. Design/methodology/approach Through a qualitative descriptive study, innovation strategies applied by different sectors to address the current situation of preventive isolation are identified, with the subsequent identification of manifestations resulting from the execution of the strategies and analyzes of the implications in terms of emotions and confidence as research constructs. Findings Actions taken by the public administration, instead of generating trust and instilling positive emotions, have generated the opposite and there is evidence of greater acceptance of actions when they come from the general population through strategies that can be assimilated into the application of open collaborative innovation. Originality/value This study raises future research challenges, in addition to the practical implications that it may have in terms of the vision of the role of the state and citizens and the impact of administrative decisions regarding the generation of trust and the presence of positive emotions in a crisis context.