Campaign details

Brand: Dove
Agency: Edelman Intelligence
Country: UK


The Dove Self-Esteem Project has a clear and compelling social mission: to celebrate the next generation of women as they grow up, by encouraging them to see their beauty as a source of confidence, not anxiety, and to empower girls to develop a positive relationship with the way they look, build body confidence and reach their full potential.

Previous research has highlighted the media as perpetuating unrealistic, narrow and rigid ideals of beauty that most women cannot achieve. Project #ShowUs was created in direct response to findings that say women believe media and advertising set an unrealistic standard of beauty that most women can't achieve. Its aim is to take the lead by working to broaden the narrow definition of beauty, break beauty stereotypes globally, and positively impact women's self-esteem by ensuring diverse and authentic representations of women are seen across media.