By: Gabrielle Diepenbrock, Account Coordinator & Social Media Manager
It is admirable when a brand takes hold of a deeper message and a cause that goes beyond their product and penetrates the emotion and feelings of their target. Rather than just advertising soap and shampoo, Dove has been able to successfully take a stand for the empowerment of women.
With their #MyBeautyMySay campaign, Dove is criticizing how the media discusses female athletes’ looks rather than their athletic ability. They will have digital billboards livestreaming media outlet’s commentaries on female athletes’ looks to show just how often it is talked about.
Dove also has a splash page focused on the media’s attention to female athletes’ looks, encouraging people to tweet at these media outlets to question their discussion using the #MyBeautyMySay hashtag.