Dove’s new campaign, Courage is Beautiful, is dedicated “To all the front-line heroes, and to those who support them.” The company says, “we thank you for your courage and care.” 

The campaign’s video (watch it below) features healthcare workers on the frontlines during the COVID-19 crisis, and the painful reality evident in, and on, their faces. Red marks and cuts are shown, close-up, caused by wearing protective life-saving gear, including tight-fitting N95 masks during long shifts.

The end of the U.S. version of the video states, “As a thank you, Dove is donating to Direct Relief to care for front-line healthcare workers in the U.S.”

The idea for the campaign came from WPP’s Ogilvy, and the photos were taken by Italian photographer Alberto Giuliani.

Alessandro Manfredi, executive vice president of the global Dove brand, tells Ad Age, “It was the fastest campaign I ever saw in my entire life.”

The initial ad debuted in Canada, followed by the U.S. version, which featured even more photos of healthcare workers as well as a custom tagline. Dove will customize the ads for other countries by adding local photos. 

In the Ad Age story, Manfredi also says, “I can’t be more passionate about Real Beauty and self-esteem. But sometimes even these conversations about beauty, however relevant they might have seemed a few months ago, now seem superficial.”