Dove: Dear Media
Agency: Razorfish
Campaign summary
This case study, "Dear Media" for Dove, a personal care brand owned by Unilever and manufactured in the US as well as in other countries, challenged media sexism in sports coverage. Forgoing its focus on the brand itself, "Dear Media" concentrated instead on changing the story for female athletes in the media from how the athletes look, (often expressed in debased ways—i.e. "Hot blonde." "Huge nipples." "Her ass is quality") to what they accomplished. In the hashtag component of this news and media, integrated, campaign users shared:
- 97% percent of the sexist...