Dove’s Powerful Campaign Shows That Women Can ‘Choose Beautiful’
Do you feel beautiful? Do you choose to feel beautiful? That’s what Dove explored with their globe-trotting campaign ‘Choose Beautiful’. It was a follow-up to their survey that indicated that 96% of women (in the world) rate themselves as ‘average’. To try it out practically, Dove put signs on doors into public buildings in five cities around the world: Shanghai, San Francisco, London, Sao Paulo and Delhi. One door was labeled “beautiful”, the other – “average”, and Dove filmed women’s reactions. The result? A lot of women fretting over the decision or even deciding not to go through the door at all.
Dove then did small interviews with the women, who confessed that choosing to go through the ‘average’ door had negatively impacted their self-esteem. Going through the “beautiful” door required some guts, yet made them feel better about themselves afterwards. And that’s the message of the campaign: only women themselves can choose to feel beautiful. And the door is powerful visual tool deliver this message.
As the company’s marketing director Jennifer Bremner said, ‘Dove Choose Beautiful urges women to embrace this personal choice, because when we do, it unlocks happiness and confidence that impacts women’s self-esteem’
Ad agency: Ogilvy & Mather Chicago