Quick Facts: DOVE Campaign for Real Beauty
  • Launched in 2004
  • Wants to serve as starting point in a societal change in expressing a better/attainable definition of beauty
  • DOVE mission: “to make women feel beautiful everyday by widening stereotypical views of beauty
  • Uses real women of all sizes instead of professional models to promote the campaign
  • Main goal is to invite girls to share their thoughts about beauty with women everywhere in a website discussions
  • Inspired by “The Real Truth About Beauty: A Global Report,” a major global study
  • A mere 2% of women in this world find themselves beautiful
  • “81% of women in the U.S. strongly agree  that ‘the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve'” (2010, Dove.us Website)
  • The campaign is teamed up with entertainment industry to give girls a reality check on “what’s real vs. Hollywood magic” (2010, Dove.us Website)
  • Main focus: tries to build self-confidence in girls 8-17
  • Goal: Truly making a difference in the lives of 5 million young people globally by 2010