DOVE | Wash to Care

In the earliest days of the COVID-19 pandemic, Unilever — makers of Dove and the world’s leading soap manufacturer — wanted to help the World Health Organization spread the message of the importance of proper hand washing. We had a simple idea: pause Dove’s existing media buy and dedicate a full 30 seconds of air time, all around the world, to reminding people that not only is washing your hands the best way to protect against the spread of virus, it’s the best way to show you care.

We created a simple spot, one that could be translated into any language, to give viewers the recommended :20 to do their part and wash to care. Go on…we’ll wait.

#WashToCare Challenge

We’ve all written messages on our hands to remember to do something. We enlisted influencers to write reminders to wash right on their hands, whether it was an act of care that should trigger a wash (“I walked my dog”) or because they were about to perform another form of care (“I’m visiting my nana.”).