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New "Courage is Beautiful" campaign features healthcare heroes

PC: Alberto Giuliani for Dove “Courage Is Beautiful,” U.K.
Posted at 8:55 PM, Apr 10, 2020
and last updated 2020-04-10 20:55:34-04

(WTXL) — A new "beauty" campaign is rolling out in the U.S. featuring the faces of our healthcare workers, marked by the protective gear they've been wearing almost nonstop through the coronavirus pandemic.

Dove started the campaign called “Courage Is Beautiful,” inspired by WPP’s Ogilvy Canada spotting photos of healthcare workers on the front lines, taken by Italian photographer Alberto Giuliani, says Alessandro Manfredi, executive vice president of the global Dove brand.

The campaign already started in the U.K. and the U.S. version will be released this week.

Dove has also made donations to Direct Relief to care for healthcare workers, part of parent-company Unilever’s broader global commitment of around $108 million in supplies and cash. Dove also donated 200,000 masks in New Jersey last month.

On May 21, National Day of Service, all essential items made in Unilever factories will be donated to relief efforts through Feeding America and other charities.

So far, Dove has donated $2.5 million in products to Feeding America and another $2 million in conjunction with Vaseline to Direct Relief.

Global Coronavirus Tracker:

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Data from The Center for Systems Science and Engineering at Johns Hopkins University.