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 quotes Dove discovered
    • Generating more than 40,000 Tweets
    • Turning #MyBeautyMySay into a globally trending hashtag that reached an audience of more than 321 million.

Background