Goodvertising
Dove’s “Courage Is Beautiful” campaign honouring doctors and nurses battling the coronavirus has won the Print & Publishing Grand Prix and a Gold honour for Outdoors at Cannes.
The campaign, created by Ogilvy’s London and Toronto offices, comprised images of emotional and fatigued nurses and doctors with facial scars caused by the wearing of PPE as they brave taking on the corona virus. Inspiring Dove to promote a new definion of beauty, which is: ‘Courage Is Beautiful’.
In a statement, Dove’s Global Vice President Sophie van Ettinger said: ‘Our main concern was making sure we were taking action and contributing to the global effort, especially because we are one of the world’s biggest personal care brands. The first thing we did was show that we care with donations to frontline healthcare workers of products that help them look after their skin, as well as funds to get them the protective equipment they badly need.’
Goodvertising Verdict: Highly relevant, no gimicks or manipulation and gives due credit to those who have been saving lives even beyond the outbreak of the COVID 19 pandemic. This is Goodvertising for sure!
