The Dove Campaign for Real Beauty was launched in 2004 as an effort to reach out to all the women of the world and disprove the stereotypes of “beautiful” only being young, blond, and skinny. This campaign has generated a great deal of response, both positive and negative. Some people think that Dove’s decision to use only real women as opposed to professional models in their advertising is distasteful and visually unappealing. Yet many people love the fact that Dove has decided to break through the stereotypes and show the world what real beauty is, and that it lies in every person.
Personally, I feel like this has been a superb PR campaign, which has successfully brought attention to the Dove brand along with promoting the idea of “real beauty,” which in turn has positively affected the lives of women and girls everywhere. This campaign is focused on increasing self-esteem, and even has a Self-Esteem Fund to educate women about their mission of promoting realistic beauty. Because it is so focused on making the public “feel good,” of course the campaign will be well received by a large majority of the public that it targets, mainly young girls and women.
Looking into the campaign even further, I came across this press release which discusses the PR campaign’s innovative perspective on the aging process. Traditionally, aging has been seen as a negative process, which decreases a woman’s beauty. Yet in the Dove campaign, age is beautiful, especially thanks to the images of real women over 50 photographed by famous photographer Annie Leibovitz. The press release really does add to the overall campaign, supporting its mission and furthering its success. It even includes the link to a new website, Dove Pro-Age, which is entirely devoted to women over the age of 50.
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