Vaseline has launched charitable initiative The Healing Project to help people in need of dermatological care across the world. The Unilever-owned skincare brand is partnering with Direct Relief, an international medical aid organization, to provide dermatological care, medical supplies, products and health worker training to help heal the skin of five million people living in the wake of crisis and disaster in the U.S. and abroad by 2020.

BBH New York worked on the campaign, and filmed this ad to promote the project, shot on location during dermatological missions in the Philippines and Kenya. In 2015 The Healing Project traveled to the Philippines to treat people for free in an area devastated by Typhoon Haiyan, and to a rural community in Kenya where many patients had the opportunity to receive dermatological care for the first time in their lives. It also treated Syrian refugees in Jordan. In 2016, missions will be held in India, South Africa, Nepal and other parts of the world.

Vaseline is also encouraging Americans to contribute through an online donation mechanism and a "buy one to give one" promotion. People can also visit the project website to build a relief kit for someone in need.