Campaign details

Brand: Dove
Brand owner: Unilever
Lead agency: Initiative
Contributing agencies: Reprise Digital, Cadreon, Wunderman
Country: Argentina
Industries: Toiletries & cosmetics, general
Media channels: Events & experiential, Magazine - consumer, Online video, Point-of-purchase, in-store, Programmatic display, Radio & audio, Social media, Television, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

It is time for a brand to take responsibility for the images of women used in the media, so skincare brand Dove created a comprehensive campaign to highlight the instances where women are not represented in a real way.

It created #ProjectShowUs, the world's first image library to break beauty stereotypes on an unprecedented scale, with 5,000 images available for use by the media and advertisers on Getty Images. Working with Getty, Girlgaze and women from around the world, it created the first and largest library of public-access photos of this type, with more than 5,000 photos from 35 countries.

Market background and context