Dove‘s latest ads show the world that “Courage is Beautiful” by releasing a campaign led by Ogilvy that puts the face of the front-line in focus. The short, initially released in Canada, addresses the pandemic in a way that hits the heart of consumers. Sending a strong message of gratitude for health care workers who are tirelessly heeding the call to the front lines against COVID-19. The ads are elegantly minimal, honest portraits of doctors and nurses whose faces are marked by the masks they wear during their long shifts treating patients.
Dove launched a microsite: Dove.com/BeSafe that explains how we can all take care of our communities. They remind us that, “Taking care of ourselves and each other and taking steps to be safe are important messages we all need to reinforce. That’s why you’ll see the Dove bird flying to its temporary nest and staying there for as long as it needs to.”
Dove has also made a $2.5 million donation to Direct Relief to go towards personal protective equipment (PPE), ventilators and medicines for healthcare workers on the front line in the US. Dove is also donating care products to hospitals and health care centers to
Many of you have asked how we're helping during these times. Our Dove family has donated $2.5M worth of product to @FeedingAmerica to deliver support to those in need. Our parent company @unileverUSA is supporting our communities & together we plan to do more. #UnitedForAmerica
— Dove (@Dove) April 2, 2020
Unilever, Dove’s parent company has pledged to contribute over $108 million in supplies and money against the COVID-19 pandemic through donations of soap, sanitizer, bleach and food.
Thank you for all your are doing. Your support of healthcare providers is priceless and much appreciated. My outburst of tears when l sit quietly to myself are less frequent due to companies like your and your heartfelt words and actions. Thank you.