Would You Have Done This During Covid?

You ever seen someone step out of a 12-hour hospital shift with mask marks on their face and tired eyes and thought, that’s what real strength looks like?

In 2020, while most brands hit pause, Dove did the opposite.

They didn’t talk about beauty creams or soft skin. Instead, they put up giant billboards with the faces of frontline workers. No filters. No models.

Just real people doing brave things. And somehow, it made the whole world stop.

It was one of the boldest marketing moves of the decade.

Let’s dive in!

Campaign Overview

• Campaign Name: Courage Is Beautiful

• Campaign Dates: April 2020 – December 2020

• Industry: Personal Care (Beauty & Skincare)

• Target Audience: Adults aged 18 - 45, especially people who value purpose-driven brands

The “Courage Is Beautiful” campaign was Dove’s way of showing that beauty isn’t just about smooth skin or perfect hair.

During the COVID-19 pandemic, Dove showed photos of doctors, nurses, and hospital workers. These people had red marks on their faces from wearing tight masks all day.

Their eyes looked tired, and their worn-out skin. But Dove said... this is beauty too.

The brand wanted people to understand that beauty comes from doing something brave and kind. These workers were risking their lives every day to help others.

Dove believed their courage, strength, and care made them truly beautiful.

Instead of hiring models or shooting in studios, Dove used real photos taken by photographers who were documenting the pandemic.

Every face in the ad was a healthcare worker. Their photos appeared on TV, social media, and giant billboards across cities like New York, Toronto, and London.

The campaign didn’t try to sell a product. There were no creams or shampoos in the ads.

The message was simple: “Courage is beautiful.” 

That showed people that Dove cares more about values than just sales. They wanted to stand with frontline workers, not for attention, but to show respect.

By sharing raw, unedited photos, Dove challenged what we usually see in beauty ads. Most beauty campaigns hide flaws. Dove did the opposite.

This bold move helped people feel more connected to Dove. It reminded everyone that beauty isn’t just on the outside. It’s in what people do.

Campaign Objectives

Dove had four main goals with the Courage Is Beautiful campaign.

Each one had a clear purpose and message:

1. Redefine What Beauty Means

Most beauty brands show people with smooth skin, shiny hair, and no flaws.

But Dove wanted to change that. They wanted people to see that real beauty can look tired, marked, and even painful because it shows strength.

They wanted people to stop chasing perfection and start valuing stories and courage.

2. Say Thank You to Frontline Workers

During COVID-19, healthcare workers worked 12–16 hour shifts, wearing layers of protective gear and seeing sickness every day.

Most of us stayed home, but they showed up.

Dove wanted to thank them for their hard work among people. The campaign was a tribute. A way to say: We see you. We thank you. You are heroes.

3. Show Dove’s Brand Values in Action

For years, Dove has talked about “real beauty.”

But during a global crisis, words weren’t enough. They had to walk the talk. With this campaign, Dove proved it’s not just a beauty brand. It’s a brand that cares about people.

By putting frontline workers in the spotlight and donating over $7.5 million to help them, Dove showed that their values are real and active.

4. Build Trust and Emotional Connection

People trust brands that care, especially during hard times. By launching this campaign, Dove wanted to build deeper trust.

The idea was simple: If people see that Dove stands for something bigger than beauty, they will feel closer to the brand and more likely to support it long-term.

Each goal in this campaign was clear and human. Dove didn’t just run ads.

They created a message the world needed to hear.

Results

• The campaign got 2 billion+ media impressions worldwide, surpassing previous campaigns. Overall, the campaign got a 99% positive sentiment on social media. ​

• Dove committed $7.5 million globally to support healthcare workers, providing products, equipment, and financial donations.

• The campaign was featured in over 275 news reports, including prominent outlets like CBS This Morning, NBC, CNN, and Today. ​

• In Canada, the campaign led to a 15-point increase in brand affinity and an 8-point rise in main equity attribution. ​

• Dove’s campaign received multiple accolades, including 2021 Cannes Lions: Print & Publishing Grand Prix and Gold for Outdoor. D&AD 2021: Pencil Winner in Portraits category. Marketing Week Masters 2021: Brand Purpose Award.

Conclusion

Dove didn’t launch a product. They launched a message. They showed us that beauty and marketing come from telling the truth at the right time.

• Show real people, not perfect ones

• Speak to the moment, not just your product

• Make your values visible, not just stated

It’s not about big budgets. It’s about brave choices.

Your turn... drop a comment:

1. Should more beauty brands ditch filters and show real faces?

2. What would you have done differently in this campaign?

Can’t wait to hear your take.