Kal Reasons
November 2023
Photo by Towfiqu barbhuiya on Unsplash
It is not uncommon for brands to highlight social issues in advertising campaigns to promote their offerings and build loyalty for their target markets. For over a decade, Dove’s campaigns have had many controversial and powerful ads with messages against harmful beauty standards perpetuated by society. In early 2023, the brand released an ad series that featured the story of Mary, an eating disorder survivor. However, many consumers felt Dove simply missed the mark while others found it profoundly compelling.
Early Campaigns:
In 2004, Dove began to use eating disorder sufferers and survivors to build their brand image while attempting to use their platform to spread awareness about the complicated relationships many women have with their bodies. The development of the “Campaign for Real Beauty” by Ogilvy Advertising was instantly successful. Previously, they had skirted around this idea, but they were completely committed by 2007.
2018: Partnership with Cartoon Network
Dove’s Self-Esteem Project joined forces with Cartoon Network in 2018 to create seven different ads for airing along with different resources such as creating a personalized story and other items aimed to promote children’s self-esteem. This series was incredibly popular and successful, and it was a good example of advertisers tackling hard issues in a way that is easily digested by consumers.
April 2023: “The Cost of Beauty: A Dove Film”
As a part of the Dove Self-Esteem Project, this film was released to raise awareness about toxic beauty content on social media and the negative effects they have on children. This #bodyconfidence film, as they described it, showed Mary’s journey to recovery between the ages of 12 to 19. Although it is meant to be shocking, this ad was criticized heavily for featuring potentially triggering content. Other supporters of the film say it was meant to be shocking and graphic to encourage people to get help and sign a petition to pass a bill focused on reducing this content.
This is a very serious topic that is not easy to navigate, so PR professionals must always remain mindful of what they are sharing and how consumers will receive the intended messages. How do you feel about the use of social topics by brands to spread awareness?
Further Reading: The good, the bad, and the ugly of the Dove Campaign for Real Beauty | Magazine issue 2/2014 - Issue 19 | In-Mind
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