In April 2020 the pandemic hit with devastating results. With governments paralysed, Dove decided to make a $7.5m global commitment to support healthcare-workers with soap, products, ventilators, PPE and donations. But we wanted to do more for these frontline heroes. Our campaign objectives were:
To drive cultural engagement with the incredible work of frontline-workers as an expression of gratitude without being seen to jump on the pandemic-bandwagon, exceeding Dove's 2019 campaign Project#ShowUs 1.4bn impressions.
To reassert Dove's brand platform of Real Beauty in a fresh way, driving uplifts in key equity metrics 'Inspires women to feel good about the...