Dove: Courage is beautiful

Dove, a personal care brand, launched a global campaign to drive cultural engagement with frontline-workers, reassert Dove's brand platform of Real Beauty, increase penetration and drive a sales uplift.

Objectives

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...