The Campaign for real beauty #WeAreBeautiful By:Amanda DoCampo

What did they do? The Dove brand is committed to woman. Based on findings of a major global study, “The Real Truth About Beauty: A Global Report. “ Dove launched the Campaign for Real Beauty in 2004. The Campaign started a global conversation about the need for a wider definition of beauty after the study proved the hypothesis that the definition of beauty has become limiting and unattainable. Since 2004 Dove has employed various communications vehicles to challenge beauty stereotypes and invite women around the world to join the discussion about beauty.

How did they do this? Phase one Campaign For Real Beauty 2004-Campaign Launch September, asked viewers to judge women’s looks and then invited them to cast their votes at campaignforrealbeauty.com. “Oversized or Outstanding?’ “Wrinkled or Wonderful?”

How Did they go about it Phase Two Campaign For Real Beauty 2005- June, second phase of campaign was created to debunk the stereotype that only thin is beautiful, it drove thousands of women to campaignforrealbeauty.com to discuss beauty issues.

How Did they go about it? Onslaught- short film 2006- September, Dove produced a compelling commercial, “Evolution”, depicting the transformation of a real woman into a model and promoting awareness of how unrealistic perceptions of beauty are created. Received over 1.7 million views in first month http://www.youtube.com/watch?v=Q5qZ edMTkkE Onslaught- short film https://www.youtube.com/watch?v=9 zKfF40jeCA

How did they go about it? Phase Three 2007- February “Beauty Comes of Age” Celebrated the essence of woman 50+ with wrinkles, age spots, grey hair and all. Revealed that 91% of women ages 50- 64 believe it is time for society to change its views about women aging. Communications campaign was created with internationally renowned photographer Annie Leibovitz.

The Dove Movement for Self-Esteem 2010-Dove provides woman with opportunities to mentor the next generation and celebrate real beauty. Teamed up with: Girl Scouts of the U.S.A, Girls Inc. and boys & Girls Clubs of America, to create self-esteem-building, educational programs and activities that encourage, inspire and motivate girls around the world. Has reached 7 million girls with such programs and hopes to reach 15 million girls by 2015. http://www.youtube.com/watch?v=9zKfF40je CA

The Real Beauty Campaign Time Line 2004-The Real Beauty Campaign Phase One 2005- Phase Two 2006- Evolution short film 2007- Age is beauty 2010- The Dove Movement 2011- Largest Study on Woman beauty and perception 2013- The Real Beauty Sketches

Real Beauty Sketches The Campaign Was released in a 6 minute and later 3 minute version. Followed an FBI-trained sketch artist as he interacts with women he can’t see. Each woman is asked to describe herself, using language that is as neutral as possible, and be sketched by the artist. Then, the artist also sketches the same women a second time but this time based on the descriptions from a stranger they’d met that day. http://www.youtube.com/watch?v=Xp aOjMXyJGk

Findings 2011- Largest Global Study to date. “The Real Truth About Beauty: Revisited” Only 4% of women around the world consider themselves beautiful. Study of over 1,200 girls from ages 10-17 years-old found that 72% of girls felt tremendous pressure to be beautiful. Study found that only 11% of girls around the world feel comfortable using the word beautiful to describe their looks. 80% of women agree that every woman has something about her that is beautiful but do not see their own beauty. Showcased that there is a universal increase in beauty pressure and a decrease in girls’ confidence as they grow older.

Relevance Directed to woman and girls to have a positive self image. With technology and distortion people think they must fit a certain mold. Dove encourages women to feel good in the skin you’re in. This Campaign is directed to woman however I feel it is a great campaign for men to see as well, because they're fathers, brothers, teachers, and peers. Woman alone do not makeup a community. Positive reinforcement of men is necessary.

Why was it Successful? It hit home with the majority of viewers. It used the storytelling approach to make it more heartfelt to viewers. Firstly, It had woman assess themselves so viewers could get a concrete idea of their mindset, and personalities. Secondly, it invoked emotion and was aimed at changing behavior in the way people see themselves, and how people in turn see them. Real Beauty Sketches campaign took the minimal branding approach, and simply aims to make a statement.

Why some Argue it was not? It promotes the idea of Social Comparison in adolescents. “the more they compare themselves, the more they strive to be thin, the more they dislike their own bodies, and the more they engage in unhealthy behaviors.” (Botta,1999) So, some would argue that the campaign encourages woman to compare themselves subliminally as opposed to just being satisfied with their self image.

How was P.R used? Unilever Corporation Reports: "PR served as a key channel, generating initial placements with media such as the Today Show, Mashable, Huffington Post and Channel 7 Morning Show in Australia. The film was distributed to top media around the world and was quickly shared by women, men, media and even other brands.“ 2013- April 13 “Real Beauty Sketches” massed over 163 million views globally Uploaded in 25 languages and seen in 110 countries Currently: Lead to 4.6 billion media impressions The most watched online ad ever in 2013 275,000 followers on Google+ #1 on Cannes Youtube Ads Leaderboard

What did I Learn? That a lot of P.R work is done for the good of people. It isn’t just about covering up scandals, but rather to help great brands like Dove to promote their products and do good for the community. Everyone has an opinion. Even the best Campaigns will be criticized. Damned if you do, Damned if you don’t.

What would I do Different? This campaign was genius and left the viewers feeling good about themselves. I would have incorporated men and boys into the campaign in some way. I feel that self image isn’t just a woman’s problem it’s a societal one.

Questions?