Ladies, forget how you feel about others. How do you feel about yourself?
This is just one of the many compelling questions posed by the widely discussed, heralded and - at times - reviled Dove Campaign for Real Beauty. Aimed at “changing the status quo and offering in its place a broader, healthier, more democratic view of beauty,” the initiative has taken a stand on an emergent issue - self esteem - that for some would not have been classified as critical and connected with women in an emotional, visceral way. The genius of this work is its power to simultaneously encapsulate the private insecurities, public frustrations, past embarrassments and future aspirations of the company’s female audience.
- Kristian Darigan, Former Vice President, Cause Branding