Dove's 'Real Beauty' Tribute to HC Workers is Beautifully Simple

They say a picture is worth a thousand words.

Dove’s latest tribute to healthcare workers is a testament to that adage.

Earlier this week, the brand released a short branded video with a beautifully simple message:

Courage is Beautiful.

[youtube=://www.youtube.com/watch?v=sQOq0-ODBbc&w=854&h=480]

The effort took inspiration from the powerful photographs of frontline healthcare workers taken by Italian photographer Alberto Giuliani.

Along with the video, Dove announced partnership with Direct Relief as part of broader efforts to support HC workers and beyond. Parent brand Unilever has been one of the many corporations stepping up with significant financial and resource donations to the COVID-19 effort.

Back to the “spot,” it works for a few reasons. First and foremost, the images are powerful, and the message is uncluttered by any additional (superfluous copy). Second, Dove also has a leg to stand on given the brand’s long and consistent messaging and positioning around real beauty. Finally, the “commercialism” is kept at a minimum during a quick 30 seconds.

Well done, Dove.