Dove: Dear Media

This case study explains how Dove, a skincare brand, spoke about the media's judgement of female athletes based on their appearance through its 'Dear Media' campaign in the US.

Campaign details

Agency: SapientRazorfish

Introduction

When the media judges female athletes by their appearance instead of their accomplishments, you have to do more than speak up to breakthrough. With "Dear Media," Dove gave everyone the power to take on media that publish offensive comments about female athletes.

We used machine learning to identify sexist media quotes in real-time and broadcast them on live billboards across North America. Then we built a site where you could not only see every offensive comment, but also take a stand by Tweeting each quote back at the publication that said it.

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