The US has been worst hit among all countries in COVID-19 pandemic with total active cases and death touching 500,000 and 19000 respectively. It has been very tough time for the US’ healthcare systems with medical staff battling out like true warrior against the fight to curb this menace.
Dove has put a new face on Real Beauty advertising through a “Courage Is Beautiful” campaign, breaking in the U.S., showing faces of healthcare workers marked by the protective gear they’ve been wearing during the coronavirus crisis.
The initial ad broke early this week in Canada, with a U.S. version featuring more photos of U.S. healthcare workers on April 8th.
AlessandroManfredi, executive vice president of the global Dove brand, told Ad Age, “The idea came from WPP’s Ogilvy Canada spotting photos of healthcare workers on the front lines, taken by Italian photographer Alberto Giuliani. There was a feeling we got that courage is beautiful. 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 U.S. and took two more days for the U.S. It was the fastest campaign I ever saw in my entire life.”
The brand is also donating to Direct Relief as part of the effort. “As a thank you, Dove is donating to @DirectRelief to care for front-line health care workers in the US. See what else we’re doing and join us at Dove.com/BeSafe,” it tweeted. Dove’s parent company, Unilever—which also houses Tresemmé, Simple, Suave, and St. Ives, among others—has overall donated more than $108 million in supplies and money to relief efforts via Feeding America and other charities.
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