The Unilever-owned brand is showcasing the stories of those who have gone above and beyond to help during the Covid-19 pandemic
Vaseline, the Unilever-owned skin and body care stalwart, is putting its hands together with renowned UK photographer Rankin to celebrate the individuals who have gone the extra mile to help out during the Covid-19 pandemic.
Highlighting the efforts of NHS frontline staff as well as key workers across a range of professions, the campaign showcases the extraordinary stories of individuals who have gone above and beyond to help those most in need.
They include Kaitlyn, an emergency call handler who helped a first-time father deliver his baby over the phone; Goggi (pictured), a drum teacher who strived to empower those who needed it through the power of music; and Katy, a supermarket worker who worked through the night to ensure everyone could access the food they needed.
Commenting on the collaboration, Rankin said: “To say ‘what a year we’ve had’ would be a total understatement, which is why I’m so pleased to be partnering with Vaseline on such a positive campaign celebrating key workers across the UK who have gone above and beyond to help now, more than ever.”
The campaign also coincides with Vaseline's 150th anniversary, for which it chose to highlight the pivotal role hands play in consumers' daily lives, and why it is more important to take care of them now than ever, according to the brand.
Rankin added: “I’ve tried to keep busy and creative during lockdown, but it has given me time to think and reflect, especially about the pivotal role my hands play in my life and career.”
To help consumers care for hands that may be stressed from relentless sanitising and washing, Vaseline recently launched its Intensive Care Hand Cream + Anti-Bac, featuring a new moisturising formula designed to heal chapped and dry skin while also acting as an antibacterial to remove germs, during a time when hygiene is at the forefront of consumer concerns.
Vaseline's 'Healing the hands of the nation' campaign will make its debut on UK TV later today.