Dove: Let's hear it from hands

Dove, a personal care brand, recruited a predominantly deaf crew for its US campaign Let's Hear it from Hands to get women to re-appraise the act of hand washing, transforming it from a punishing routine to a rewarding ritual of care that their hands deserve.

Summary

COVID changed our relationship with hands. We were suddenly intensely aware of them and instead of reconnecting with what makes our hands special, we were taught to fear them. We were punishing our hands in the name of hygiene, we scrubbed our hands until they were dried and cracked. But hands are extremely powerful enablers of life and we need to stop taking granted of our hands.

The aim of this campaign is to get her to re-appraise the act of hand washing. We want to transform hand washing from a punishing routine for hand hygiene to a rewarding...

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