A few days ago, my colleague Jess pointed me in the direction of a new campaign by Dove called #ChooseBeautiful. Brands are often criticised for 'jumping on bandwagons' and 'preaching', and whilst many choose gimmicky media to solicit sales, every once in a while you start to believe a particular brand has genuinely good intentions alongside those sales. Over the last few years, I believe Dove has become one such brand, underpinning and helping build customers' body confidence through their campaigns.
Over the past few years, Dove UK and US has become synonymous with inspiringly powerful campaigns about self-esteem, body confidence and natural beauty in general. You may for example recognise the Evolution of a Model campaign from a few years back; a time-lapsed video focussing on the reality of ‘beautiful’. (If you haven’t already seen it, watch it below – you might be shocked!)
Now, they have done it once again...
The #ChooseBeautiful campaign comprises a social experiment approach, being more hands on compared to others in the past. The video campaign shows women from around the world being challenged to re-evaluate their own image and choose out of two doors; ‘Average’ and of course ‘Beautiful’.
As you can imagine, many women chose the ‘Average’ door; maybe to avoid judgement for acknowledging their own beauty or for the sheer fact they didn’t think they were beautiful!
Those who did walk through the ‘Beautiful’ door had significantly different body language and even a bit of a happy strut after being empowered by their decision to be ‘beautiful’ with a smile from ear to ear – one young girl was even dragged through the ‘beautiful’ door by her Mum!
Even though this campaign only seems like a bit of fun, shockingly, a huge 96 per cent of women wouldn’t use the word ‘beautiful’ to describe themselves fully; however 80 per cent would use the word to describe something about themselves.
I think this is a great campaign and one that we should all use to focus our own self-assessments. Not to sound twee, but there is beauty in everyone and why would we judge ourselves to be average? Average by definition means something in the middle, based on a numeric value - an 'average' height, an 'average' shoe-size, but how can we possibly be an 'average' beauty when there is no quantifiable aspect to beauty. I am me and that won't change, so if I don't believe myself beautiful, why should anyone else?
Whilst we are on the body confidence issue I looked at other recent examples of brands getting involved in the Body Confidence issue and lingerie brand Curvy Kate has been praised after releasing an ad that took a shot at Victoria’s Secret. ‘The Perfect Body’ advert by Victoria’s Secret was criticised for ‘body shaming’ women who are larger, as the ad consisted of one particular body shape.
The high fashion brand then changed the advert name to ‘The Body for Everybody’ after Curvy Kate released a similar ad using women with a diverse range of shapes and sizes... You go girls!
Coming back onto the Dove #Choose Beautiful campaign, we want to know what door you would choose? We’d love to know, please leave your opinion in the comments below or tweet us!
Watch the video here...
Evolution of a Model Video
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