Across the world, women of all ages are constantly being judged. Some are too heavy, some are too skinny, some are too dark and others, too light. Studies show that just two percent of women surveyed describe themselves as beautiful. Images in the media and those seen throughout everyday experiences push a specified stigma into the mind and create a sense of insecurity for many of today’s youth. While there are countless organizations and brands supporting a negative ideal, still others are willing to fight for positive change. The Dove Company is one of these.
The Dove Campaign for Real Beauty started in 2004 as a world-wide effort to change a widely established, though often negative, image of women. After a major study, “The Real Truth About Beauty: A Global Report,” was released, the idea for the Dove Campaign emerged. The definition of beauty is certainly a warped one in society today and females of all ages are being submitted to unhealthy and abnormal pictures, diets and ideas every day. The Dove mission: “To make more women feel beautiful every day by widening stereotypical views of beauty,” is brought to life within this campaign.
Using varied forms of communication and advertising, Dove has been able to bring a fresh, new perspective to the meaning of beauty in an often misled world. One of the most unique aspects of the project lies in the fact that instead of models, real women with everyday professions and lives are used in each video and on every billboard.
The first phase of the campaign featured advertisements with women of various body types. Many of the women possessed an appearance not considered acceptable or typical in society. It also encouraged viewers to visit a website and comment on the women being shown using descriptive words. Each negative featured a positive response such as: Oversized? Outstanding. Wrinkled? Wonderful.
A second aspect focused on six particular women with “real bodies and real curves.” The Dove website hits skyrocketed as thousands of females across the world were able to openly and positively discuss views on their peers. The third and final concept of Dove’s campaign was a global study in 2007, “Beauty Comes of Age.” Basing many of the questions towards an older generation, it was discovered that 91% of women ages 50-65 believe it is time for a change in the normally negative view of aging. Essentially celebrating growing older, world-renowned photographer Annie Leibovitz headlined the campaign with photos of women in all of their aged beauty.
Currently, Dove is using the newly established Self-Esteem Fund to focus on young women in society and creating a higher level of self-confidence. The campaign offers workshops, online tools and nation-wide events for young females and their mentors. It is the goal of Dove to make a difference in over five million lives by 2010. More information on the campaign and ways which one can help in their community can be found at www.campaignforrealbeauty.com.
While the process of changing a long-established stereotype is certainly not easy, Dove is working towards positive images of every female, no matter what the physical appearance may be. By using “real” women that the everyday female can relate to, a relationship is formed and a shift towards change is made much more possible. Thousands have joined in the push for a wider and more accepting view of beauty in today’s society.