Dove #ShowUs Russia Хохлова Дарья
Task
According to Dove Global research, 70% of women don't feel represented in advertising. Women around the world continue to say these images convey idealistic standards of beauty. This can have a serious negative impact on women's self-esteem, that’s why Dove decided to make real women seen. - growth of awareness, brand interest, brand positioning - increase in those who agree that "Dove sets trends in the fight against stereotypes” - increase in sales in Q2 2019
Ideas and solutions
Starting #ShowUS Dove aimed to change the perception of women images by changing the advertising industry. To help us break the established standards one of the famous opinion leaders Manizha joined us. She’s an independent singer who stands for natural beauty. She created honest manifest video so every woman could recognize herself. Finally, we wanted to shatter beauty stereotypes of media industry through displaying inclusive female beauty images in media and advertising. We organized a massive photoshoot without casting and digital distortion. Every woman could participate in it. We then displayed all photos exclusively on one of the largest billboards in Moscow. We partnered with Glamour magazine and issued the first ever magazine cover in Russia without digital distortion. To support brand voice in digital, we chose brand ambassador Manizha, who is a singer and social activist and whose values reflect brand's values. For more conservative TA, we issued 'Metro' newspaper with real women on the cover and news items on TV. To underscore our commitment to change, we initiated a petition on change.org for creating regulation for mandatory requirement on labelling digitally distorted images in advertising.
