By: Alyssa DiJoseph

Dove’s new campaign, entitled “Real Beauty Sketches,” aims to make women realize
that they often don’t see their own beauty, as demonstrated by the tagline, “You are more
beautiful than you think.” In order to do this, Dove had women come in and describe themselves
to FBI composite sketch artist Gil Zamora. The participants didn’t know what was going on
(although some guessed that they were being sketched), and Zamora didn’t see the women at all.
Beforehand, all the women were told to talk to a complete stranger, once again not knowing
why. Later, the stranger came in and described the women to Gil, who once again drew
composite sketches of the participants. The differences between the two drawings were
unbelievable.

With this campaign, Dove is hoping to show women that they are beautiful, no matter
what ideas about their own image they have. Seeing the differences, the participants in the
campaign were astonished, and realized that they in fact were more beautiful than they had
thought. The campaign promotes positive self-esteem and awareness, showing that Dove cares
about women and their natural beauty, all without even mentioning the brand until the very end.

The campaign video hit YouTube on April 14 and since then has blown up. It has been
shared all over Facebook, and now has over five and a half million views. There is also a Twitter
hash tag (#wearebeautiful) to go along with the campaign. Still, if you haven’t seen it, check it
out here:

Whether you are a woman or not, the campaign definitely strikes a chord: we are often
our harshest critics. Perhaps we all need to take a step back and embrace the things that we
enjoy, rather than critique the things we do not.

Sources:

http://www.huffingtonpost.com/2013/04/15/doves-real-beauty-sketches-ad-campaign-
video_n_3088071.html

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Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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