Dove redefines beauty as courage to support health workers

Dove has put a new face on Real Beauty advertising through a “Courage Is Beautiful” campaign, showing faces of healthcare workers marked by the protective gear they’ve been wearing during the COVID crisis. To collect the images, Dove reached out directly to real doctors and nurses, usually on Instagram. The brand is also rolling out a campaign as part of a commitment with the U.K. government to spend more than $50 million globally to encourage hand washing. The 30-second version includes a countdown of the 20 seconds it takes to wash hands properly, with the message: “We don’t care which soap you use, we care that you care.”

Brand: Dove (Unilever)

Markets: US, UK

Source: AdAge