2004 - The Dove Campaign was launched in the September of this year with an advert that featured women whose appearances are 'outside' the stereotypical norms of beauty. The viewers were asked to judge the women's appearances and cast their vote on campaignforrealbeauty.com.
The advert used here is a TV advert, that offered the opportunity to be interactive online. The effect of this was that the audience not only saw the TV advert, but remembered the meaning behind the advert by taking part. This helped to promote Dove as a brand that makes you feel beautiful, rather than anxious.
2005 - In June of this year, Dove launched the second phase of this campaign. This was another advert that featured real women with real curves. This was to show that beauty can exist out of the standard stereotype that only thin women are beautiful.
As a result, the advert ended up encouraging women to talk about the issues around the word 'beauty' on campaignforrealbeauty.com. So, yet again the Dove advert encouraged interaction from the audience.
2006 - In September 2006, the media was enraged with the news of Spain banning overly thin models from fashion runways. Whilst this happened, the debate got the Dove Campaign involved, in which the video below was produced from Dove.
From this advert, showing how unrealistic views of beauty are created, Dove noticed that it wasn't just the perception of beauty that is affected, but the self-esteem of women and girls too. This then enthralled Dove into setting up the Dove Self-Esteem Fund. This fund was used for Dove to go out their way, not only to promote awareness about the wider definition of beauty, but to educate women and girls about it; leading to another advert called Little Girls.
2007 - Shortly after previous campaigns in the February of 2007, Dove launched it's third phase of the beauty campaign. From research, Dove found that "90% of women aged 50-64 believe it is time for society to change their views about women and aging."
To do this, Dove started a celebration of aging for women over the age of 50. At the focus of this was a photographer, Annie Leibovitz, who took black and white photos to bring out the positive aspects of aging.
Whilst doing this, Dove continued their campaign to show how the media, films and magazines affect he self-esteem of girls and younger women. This was supported by the Dove brand linking up with the entertainment industry itself.
2010 - By 2010, Dove had set up and started a mentor scheme, providing women everywhere with opportunities to mentor younger generations into what real beauty is and celebrating this. By setting up self-esteem building, educating programs and activities; Dove have made their initial visions and campaigns a reality.
After reaching 7 million girls so far in 2010, Dove's next target is to reach 15 million girls by 2015.
2011 - From the global study that was started in 2004, Dove released their findings and results in 2011. Some of the facts are stated below:
- In 2011, 4% of women see themselves as beautiful. This is an increase from the 2% in 2004.
- In a study of over 1200 10-17 year-olds, 72% said they felt tremendous pressure to be beautiful.
- The same study found that only 11% of girls would use the word beautiful to describe their own looks; showing there is a universal increase in beauty pressure and a descrease in girls' confidence as they get older.
As a result, these findings show that the Dove campaign has helped to move the perception of beauty in the right direction, however in order to have the majority change their mind, there is a lot more that need to be done to create change.
References:
http://www.dove.us/social-mission/campaign-for-real-beauty.aspx
CATEGORY: ADVERTISING and EDUCATION and HEALTH & BEAUTY
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