Dove's newest Real Beauty campaign, "Courage Is Beautiful," is the brand's most powerful yet. The 30-second ad features emotional photos of healthcare workers fighting the coronavirus pandemic. In the video, the faces of the medical heroes risking their lives on the front lines can be seen with marks on them caused by nonstop usage of protective gear.
The video that ran on April 8 features US medical workers, but an earlier version of the "Courage Is Beautiful" campaign initially kicked off in Canada on April 5. Alessandro Manfredi, executive vice president of the global Dove brand, told Ad Age that the brand plans to release more videos featuring local workers in other countries, too.
As a part of the new campaign, Dove has partnered with Vaseline and donated $2 million to Direct Relief to help provide personal protective equipment, ventilators, and medicine to healthcare workers and $2.5 million worth of products to Feeding America. Additionally, Unilever, the owner of the Dove brand, has contributed $108 million to help with COVID-19 relief through product and food donations.