國立政治大學廣告學系

2020年4月，COVID-19病毒迫使各國實施封鎖，醫院不堪重負，而肥皂成了對抗病毒的武器。多芬承諾投入750萬美元，以產品、設備和捐款支援全球的醫護人員，並請我們宣布這一舉動。我們的挑戰是在不剝削他們的情況下，尊重這些醫護人員的工作，同時在疫情背景下保持對多芬的真實之美的平台的忠實。此外，我們只有六天的時間，在封鎖期間，分散在不同的地點和時區遠端工作。美麗和疫情是不舒服的同床異夢，所以我們打破了美麗的傳達方式。我們的洞察來自前線工作人員的一個英勇姿態，他們開始在社交媒體上分享他們佩戴保護口罩後臉部的傷口和水泡，作為一個警惕信號，向不相信疫情嚴重性的人展示病情的真實和嚴重。在這些非凡的影像中展現出勇氣的臉龐，以及他們的堅強即是美麗。這讓我們獲得了策略轉變的靈感：從真實的美作為信心，轉變為真實的美作為勇氣。我們的想法是透過展示這些醫護人員的強大肖像，以此方式感謝他們的無私行動，引起人們對他們嘗試傳達的嚴重信息的關注，同時展示勇氣是美麗的。4月6日（這個想法提出後的6天），我們的宣傳活動在主要的電視網絡推出，並在社交媒體平台上以長度較短的形式和可共享的宣傳素材曝光，通過影響力網絡進一步擴大了影響力。

In April 2020, COVID-19 forced countries into lockdown, hospitals were over-whelmed, and soap became a weapon against the virus. Dove committed $7.5m to support healthcare workers around the world with products, equipment and donations, and asked us to announce this. Our challenge was to honour these healthcare-workers’ incredible work without exploiting them, whilst staying true to Dove’s platform of Real Beauty in the context of a pandemic. Furthermore, we had six days, were in lockdown, and working remotely from different locations and time zones. Beauty and a pandemic are uncomfortable bedfellows, so we threw away the beauty playbook. Our insight came from a heroic gesture by frontline-staff who started sharing pictures of their faces on social media, bruised and blistered from wearing protective masks, as a wake-up call to show the disbelievers that the pandemic was real and serious. In these extraordinary images were faces of courage and in their strength was beauty. This unlocked our strategic shift: From Real Beauty as Confidence To Real Beauty as Courage. Our idea was to honour these healthcare-workers by featuring their powerful portraits as a way to thank them directly for their selfless actions, drawing attention to the serious message they were trying to send, whilst showing Courage is Beautiful. On 6 April (6 days after the idea was conceived) our campaign launched on major TV networks, with assets adapted for social channels in short format lengths and shareable assets, amplifyied through influencer outreach.