In the early months of the COVID-19 pandemic, the world was flooded with images of healthcare workers—faces bruised by masks, eyes tired but determined. While most brands went quiet or leaned into sanitized messaging, Dove chose truth. With “Courage Is Beautiful”, Dove launched a global campaign that honored frontline workers by showing their real, unfiltered faces. No makeup. No retouching. Just courage. It wasn’t just a tribute—it was a redefinition of beauty.
Campaign Overview
Created by Ogilvy Canada, “Courage Is Beautiful” launched in April 2020 across TV, print, and digital. The campaign featured close-up portraits of real healthcare workers—faces marked by hours of wearing PPE. Each image was paired with the simple line: “Courage is beautiful.”
The campaign ran in Canada, the US, UK, and other global markets. Dove donated millions to support frontline workers and partnered with hospitals to source authentic imagery. The campaign was later extended with video content, social tributes, and a dedicated microsite.
Campaign Objective
Dove aimed to:
Reinforce its long-standing commitment to Real Beauty
Honor healthcare workers during the height of the pandemic
Shift public perception of beauty from aesthetics to acts of bravery
Drive emotional connection and brand trust during a global crisis
The campaign was designed to be human-first, not product-first—putting values before visibility.
Execution
Unretouched Portraits: Real healthcare workers were photographed with visible mask marks, sweat, and fatigue—no filters, no edits.
Minimalist Messaging: The tagline “Courage is beautiful” was used without product placement, allowing the message to stand alone.
Cross-Platform Rollout: Ads appeared on TV, social media, print, and outdoor billboards in major cities.
Philanthropic Support: Dove donated over $7.5 million in PPE and hygiene products to hospitals and care centers.
Emotional Film: A video montage of healthcare workers set to soft piano music reinforced the campaign’s tone of reverence and gratitude.
Brand Impact
“Courage Is Beautiful” elevated Dove’s reputation as a brand that leads with values. It resonated across demographics, earning praise from consumers, healthcare professionals, and the advertising industry. The campaign deepened emotional trust and reinforced Dove’s commitment to redefining beauty—not as perfection, but as humanity.
Results
The Courage Is Beautiful Campaign achieved extraordinary global impact, generating over 1.5 billion impressions and 100 million video views across platforms. It earned top industry recognition, including the Cannes Lions Grand Prix in Print & Publishing and a D&AD Yellow Pencil for Photography. The campaign drove a significant lift in brand sentiment and trust metrics while supporting millions through donations of hygiene products and PPE, demonstrating both creative excellence and meaningful social contribution.
Lessons Learned
“Courage Is Beautiful” teaches us that beauty is contextual. In times of crisis, it’s not about appearance—it’s about action. The campaign also shows the power of minimalism in messaging—when the truth is strong, it doesn’t need embellishment. And finally, it proves that brands can lead with empathy and still win hearts.
