PRACTICE 5

Coca Cola: “For Everyone”

The ideology and purpose of the propaganda campaign

The ideology of Dove's "Courage Is Beautiful" campaign is rooted in values of solidarity,
support, and gratitude towards healthcare workers who were on the front lines during the
COVID-19 pandemic. The main aim of the campaign was to honor and acknowledge the
bravery, dedication, and sacrifice of healthcare workers worldwide. Dove sought to inspire
others to show support and gratitude towards these professionals, as well as to value their
work and contribute in some way to combat the pandemic.

The context in which the propaganda occurs

The "Courage Is Beautiful" campaign was developed during the COVID-19 pandemic, when
healthcare workers were facing challenges and risking their lives to save others. This global
crisis provided the backdrop for the campaign, which aimed to highlight the courage and
sacrifice of these professionals during a time of great need and urgency.

Identification of the propagandist

The propagandist behind the "Courage Is Beautiful" campaign is the Dove brand, owned by
Unilever. Dove is known for its advertising campaigns that promote self-esteem, diversity,
and inclusion, and in this specific case, the brand decided to focus on showing support and
gratitude towards healthcare workers during the pandemic.

The structure of the propaganda organization

Dove Marketing Team: Primarily responsible for the conception, planning, and execution of
the campaign. This team comprised professionals specialized in branding, advertising, public
relations, and strategic communications, all working together to carry out the campaign
effectively.
Advertising and Production Agencies: Dove may have collaborated with third-party
advertising and production agencies to develop and produce the creative elements of the
campaign, such as print ads, television commercials, social media content, and other
promotional materials. These agencies would provide their expertise in creativity, design,
and production to ensure that the campaign conveyed the message effectively and with high
visual quality.
Public Relations Department: Dove's public relations department may have played an
important role in disseminating the campaign and managing the brand's reputation in relation
to the campaign message. This team could have been responsible for coordinating
communications with the media, managing campaign-related events, and responding to
questions or comments from the public.
Executive Management and Decision Making: At a higher level within the organization at
Unilever, Dove's parent company, executive management is likely to have been involved in
the final approval of the campaign and the allocation of resources necessary for its
implementation. This layer of the organizational structure ensures that the campaign is
aligned with the brand's strategic objectives and meets the quality and ethics standards
established by the company.
The target audience
The primary target audience for the campaign was Dove consumers and the general public
exposed to the brand's advertising. However, given the altruistic nature of the campaign and
its focus on celebrating healthcare workers, Dove also aimed to reach a broader audience
moved by the message and willing to show support and gratitude towards these
professionals.

Media utilization techniques

Dove used a variety of mediums to spread its message, including print ads in magazines
and newspapers, television commercials, social media content, and collaborations with
influencers and public figures. The campaign was launched in multiple countries to reach
global and local audiences alike.

Special techniques to maximize effect

A key technique used in the campaign was the use of testimonials and personal stories from
healthcare workers to highlight their bravery and dedication. These moving stories helped
emotionally connect with the audience and emphasize the importance of supporting these
professionals during the pandemic. Additionally, Dove employed an emotional and
motivational tone in its message, urging the audience to show solidarity and gratitude
towards healthcare workers. The use of inspiring images and music also helped reinforce
the emotional impact of the campaign.

Audience reaction to various techniques

The "Courage Is Beautiful" campaign received a generally positive response from the public.
Many people expressed gratitude and support for the healthcare workers featured in the
campaign, as well as for the Dove brand for recognizing and honoring their work. The
personal testimonies and moving stories shared in the campaign resonated with the
audience and generated empathy towards healthcare professionals. The inspiring images
and emotional music used in the campaign also helped provoke an emotional response in
the audience, leading to a greater connection with the message and values Dove was
promoting.

Counterpropaganda, if present
In this campaign, there was no controversial or political content, as it was a selfless
campaign. Therefore, there appears to be no direct counter-propaganda. However, some
people may have expressed critical opinions regarding the authenticity of the campaign,
especially in a context where some brands could have been accused of "whitewashing" or
taking advantage of the pandemic for commercial purposes. Nonetheless, the lack of
significant counter-propaganda suggests that most people received the campaign positively
and saw it as a sincere gesture of support toward healthcare workers.

Effects and evaluation

Dove's "Courage Is Beautiful" campaign had several positive and significant effects. Firstly,
the campaign generated greater awareness and recognition of healthcare workers,
highlighting their bravery and dedication during a global crisis. This helped reinforce Dove's
image as a brand committed to altruistic and solidarity values. Additionally, the campaign
likely fostered a stronger emotional connection to the Dove brand among consumers valuing
corporate social responsibility and authenticity. This could have led to increased brand
loyalty and willingness to purchase Dove products among these consumers. In terms of
evaluation, Dove could have conducted opinion surveys, social media analysis, and tracked
key marketing metrics to measure the impact and effectiveness of the campaign. Indicators
of success could include increased social media engagement, improved brand perception,
and increased sales or brand preference among the target audience.