Published : May 07, 2019 03:49 AM
Dove has rolled out its new global ad campaign - #ShowUs - in collaboration with online marketplace Getty Images and all-female creative agency Girlgaze. This is a move to encourage diversity and authenticity in media representation. The Unilever-owned personal care brand has built a one-of-a-kind inclusive photo library powered by women to shatter beauty stereotypes around the world.
The core theme of the initiative (staying true to Dove's legacy of upholding "real beauty", evident through previous marketing endeavours) is building a photo collection of more than 5,000 images featuring 179 women from 39 countries, shot by women and non-binary individuals, capturing women at their unfiltered best. Interestingly, all 179 women photographed in the collection, so far, created their own search descriptions and tags, a task usually done by the photographer.
Dove is taking action with @Girlgaze, @GettyImages and women everywhere to create a more inclusive vision of beauty TODAY. 🙌 Join Project #ShowUs and together we can shatter beauty stereotypes around the world. 🌎📢https://t.co/zWXZ4yfV7L
— Dove (@Dove) March 27, 2019
The brand claims that the project stems from the insight that 70 per cent of women, globally, do not feel represented by everyday images. The campaign thus aims to shatter beauty stereotypes by showing women as they are rather than what others believe they should be.
Beauty is real, inclusive and natural. #ShowUs more women who look like them and us. #DoveIndia #RealBeauty pic.twitter.com/xIMYklCxUS
— Grazia India (@GraziaIndia) May 6, 2019
A look at the Dove ads (both national and global) which made it to the afaqs! List:-
Beauty on your own terms #MyBeautyMySay
Real-beauty-Mannequins Challenge
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