Both critics and champions of the campaign have also pointed out that just because women are redefining beauty, doesn't mean they are actually feeling differently about themselves. Some see this as a call to change the conversation entirely, as Friedman suggests, others as evidence that Dove's message about beauty is important and necessary. An estimated 85 percent of American women feel dissatisfied with their bodies , and 86 percent of 65-year-old girls are afraid of becoming "fat." Can a series of ad campaigns really change institutionalized body hatred?
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And so Dove created a fund in 7559 to partner with organizations like the Girl Scouts , Boys & Girls Clubs of America and Girls Inc. to organize activities including discussions about online bullying and photography projects capturing the beauty girls see in the world around them.
APR Case Study: Dove Real Beauty Campaign
This is a short film that was displayed at the Sundance Film Festival in which a photographer teaches high-school girls and their moms to boost their confidence and expand their views of what beauty is by taking self-portraits with their phones and posting them on social media.
Dove's 'Real Beauty Sketches' is Viral Campaign of the
The spot explores what would happen if women from different locations all around the world were asked to choose to enter a building through one of two doors, one reading "Beautiful," and another reading "Average." It follows the classic Dove storyline: Women feel self-conscious and insecure about their looks, but if they build up the courage to think beautiful, they'll feel better about themselves.
"I think that's a good reason to go after Unilever, or to go after Axe," she told The Huffington Post. "But I actually don't think the people at Dove have much control over that."
Angela Celebre and Ashley Waggoner Denton's article was very thought provoking. In reading the title, I made some initial evaluations about the ad campaign, in my mind, before reading the article. Then, reading through their article, I expanded my thoughts and feelings toward the ad campaign. Given the evidence presented from previous studies, I am now unsure about how I feel about the campaign overall. What do you think? It is interesting how social psychological concepts can have simultaneously good and bad effects, as elicited through ad campaigns. Does "the good" outweigh "the bad"?
In May, it took the Cannes Lions International Festival of Creativity's highest honor- the titanium Grand Prix - a prize only awarded for innovative and transformational work. In November, Unilever topped our Awards Report Chart.
If the stated goal of the Dove Real Beauty Campaign is for girls and women to understand that their power and their beauty does not come from a tube or an airbrush or a cream, but rather from their own personalities and power, then the company would not sell certain products that they sell, and their parent company would not run some of the most misogynistic ad campaigns in the past ten years.
Ad Age's numbers are provided by Visible Measures and they included all videos associated with a campaign -- not just a single video on YouTube. Keep in mind brands are also paying to promote these videos, so views are a reflection of both viewer interest and the budget the advertiser is putting behind them.
Not only has this campaign helped Dove successfully increase its sales (and number of awards), but it has also increased women's confidence. Research from a Harvard psychologist, Nancy Etcoff , examining the campaign then and now found that more women today describe beauty on a wider variety of qualities outside of just looks, such as confidence.
"Dove campaign for real beauty logo" in pictures. More images "Dove campaign for real beauty logo".
