Dove debuts ‘Courage is Beautiful’ campaign featuring health care workers

THE WHAT? Dove has launched a powerful new campaign championing the health care workers risking their lives on the front line of the COVID-19 crisis.

THE DETAILS The real beauty advertiser’s latest spot, created by Ogilvy shows the marks left after wearing by PPE on the faces of doctors and nurses

The Unilever-owned brand has made a US$2 million donation to Direct Relief in partnership with stablemate Vaseline to go towards PPR, ventilators and medicines for health care workers.

“There was a feeling we got that courage is beautiful,” Alessandro Manfredi, Executive Vice President, Dove told AdAge. “We thought why not try to show people who were doing this and also ask people to join us to thank these people who are risking their lives? We did it in, I have to say, four or five days. Then we needed to know we have the images that were right for the US and took two more days for the US. It was the fastest campaign I ever saw in my entire life.”

THE WHY? With many marketing campaigns scrapped in the wake of the COVID-19 crisis for fear of appearing superficial or insensitive, Dove is one of the first to produce a campaign that strikes a chord, dovetailing on the widespread admiration for health care workers and celebrating their courage.