Ogilvy: Dove (Unilever) Courage is Beautiful

Close up of a health worker's face with "Courage is Beautiful" overlaid with the Dove logo

Ogilvy: Dove (Unilever) Courage is Beautiful

Honouring those who battled on the frontlines of the COVID-19 pandemic

In times of crisis, beauty isn’t how you look, but what you do. And during the pandemic, frontline workers have epitomised this beauty, reminding us there is no greater expression of yourself than the qualities of selflessness and bravery.

We have all seen striking images of nurses, doctors and other health professionals, their faces bruised by protective masks after long, exhausting shifts caring for COVID-19 patients.

Dove, which has challenged conventional notions of beauty for the last 15 years through its advertising, decided to honour the sacrifice and courage these images represent.

Ogilvy’s challenge was to create a campaign that was true to Dove’s brand purpose and deeply respectful of the healthcare workers shown. The team featured their powerful portraits in digital out-of-home media and films, thanking them directly and showing that Courage is Beautiful.

Launched in North America before rolling out across 15 countries, the campaign was covered by CNN, The New York Times, CBS, NBC and countless other media outlets, touching the hearts of millions and celebrating the extraordinary efforts of frontline workers around the world.