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 [1]. In the video, the faces of the medical heroes risking their lives on the frontlines can be seen with marks on them caused by non-stop 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 [2] on April 5. Alessandro Manfredi, executive vice president of the global Dove brand, told Ad Age [3] 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 [4] 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.