Dove: Bodylove

Dove, a personal care brand, launched a campaign in Germany to raise awareness around the issue of online body shaming, engage target audience, elevate the brand and its purpose, and increase landing page visits and social media engagement.

To tackle online body shaming, Dove created a real-life Instagram "post" in a public courtyard in Hamburg, Germany, placing a woman in a 7x9-foot box alongside a "comment section" filled with hateful body shaming comments received by actual people online. The installation prompted passers-by to think about the real-world people behind the online profiles and made it difficult for them to 'turn a blind eye' to the abuse, as they might more easily do online.

Context

When Dove launched its first #RealBeauty campaign over 15 years ago, celebrating "normal" women and their bodies was a revolution. Today, the body positivity...

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