THE FACES OF COURAGE

In a campaign created for Dove, Ogilvy Canada showcases a collection of 50 photographs of healthcare workers on the frontlines of the COVID-19 battle as a tribute to their selfless work risking their lives.

In a moving tribute to doctors and nurses in Canada, a campaign shows the raw, red striations and markings — akin to battle scars — left on their faces by masks and other personal protective equipment.

Conceptualised and executed by Ogilvy Canada and called “Courage,” the docu film unveils a series of such faces showing the wear and tear of spending countless hours in emergency rooms, hospital wards, ICUs, and negative pressure rooms fighting the pandemic at the very edge of the battle.

Regardless of the daunting task, these selfless men and women battle on quietly and relentlessly. The tribute signs off by saying, “Courage is beautiful”. As a mark of gratitude, Dove is donating skin care products to frontline heathcare workers in Canada.

Unilever, Dove’s parent company, says it will contribute over $153 million to the global humanitarian cause through donations of soap, sanitized, bleach, and food. “The frontline workers pictured in the ads demonstrate the toll that their work is having on them, but we see their work and their courage as an act of beauty,” Divya Singh, Marketing Manager for Dove masterbrand and skin cleansing products, said in an interaction with Strategy. “From a Unilever standpoint, as the world’s biggest soap company, we have a responsibility to help protect lives and livelihoods around the world.”