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Dove Natural Beauty Campaign

The Dove Campaign for Natural Beauty

The Dove Campaign for Natural Beauty


Social Media for Goodness Sake

Dove launched their Campaign for Natural Beauty in 2004 after their finding in a study they conducted that only 2% of women around the world would describe themselves as beautiful. The campaign beg…

Dove releases rogue Photoshop action that undoes 'real beauty' manipulations

Dove releases rogue Photoshop action that undoes 'real beauty' manipulations


The Verge

Skin care company Dove has targeted airbrushers and photo manipulators with a Photoshop action in an attempt to take its "real beauty" campaign viral. The Dove Campaign for Real Beauty was launched...

Twitter isn’t really buying Dove’s new ‘Real Beauty Bottles’ campaign

Twitter isn’t really buying Dove’s new ‘Real Beauty Bottles’ campaign


CW33 NewsFix

PRINCETON, NJ -- If companies ever wonder whether their next big marketing campaign will be a hit or miss, they should just consult social media.Dove is no different. The brand has just launched their new 'Real Beauty Bottles,' where they've matched your body type with a kind of body wash.In social media fashion, people have come clean about it-- turning it into a hilarious soap opera!

Dove's "Real Beauty" campaign masks real racism | The Daily Dot

Dove's "Real Beauty" campaign masks real racism | The Daily Dot


The Daily Dot

Many viewers have called Dove's "Real Beauty Sketches" viral video "beautiful" and "eye-opening," but others are concerned about its hidden message. 

The Problem with Dove | THE ILLUSIONISTS

The Problem with Dove | THE ILLUSIONISTS


THE ILLUSIONISTS - a documentary about body image and globalization

The dark side of Dove's Real Beauty Campaign: from its controversial parent company, to the marketing of Dove skin whitening deodorants in India...

Copyranter: Dove's femvertising is anything but 'real' - Digiday

Copyranter: Dove's femvertising is anything but 'real' - Digiday


Digiday

For over 10 years, the personal care brand has passive-aggressively assaulted women’s physical insecurities to sell beauty products, argues Mark Duffy.

Influencer marketing is growing up with tighter contracts

by Yuyu Chen @ Digiday

Multiple influencer agencies have updated their brand contracts to add clarity to social stars' rights and advertisers' campaign requirements.

The post Influencer marketing is growing up with tighter contracts appeared first on Digiday.

Consuming Constructions: A Critique of Dove's Campaign for Real Beauty

Consuming Constructions: A Critique of Dove's Campaign for Real Beauty


ResearchGate

On Jan 1, 2009 Lauren Dye published: Consuming Constructions: A Critique of Dove's Campaign for Real Beauty

Video Spotlight: January 2017

by Visible Measures @ Visible Measures

In January there was more variety in the video content released by brands, from funny videos to those highlighting new innovations. Campaigns launched in January garnered over 811 million views during the month, 24 million social views, and Starbucks had the most views of any brand.

How Norway Changed Chris Burkard’s Approach to Photography

by Jayphen Simpson @ PetaPixel

In this beautiful short film by filmmaker Vincent Urban, photographer Chris Burkard tells the story of how after growing weary of surf photography in crowded cities he sought solitude, adventure, and beauty in remote places. He found it in Norway’s Lofoten Islands. Chris Burkard, one of Instagram’s most popular photographers (he has 2.8 million followers), […]

The Top 10 Video Ads of Super Bowl LI

by Visible Measures @ Visible Measures

While the majority of the top campaigns of the 2017 Super Bowl included funny ads and celebrity appearances, a few standouts of the top campaigns took a more serious tone. Budweiser's Born The Hard Way, which grabbed first place, tells the story of the company's founder immigrating to the United States, and Audi's Daughter which calls for equality for women and equal [...]

Dove ripped apart for latest #RealBeauty campaign featuring curvy bottles

Dove ripped apart for latest #RealBeauty campaign featuring curvy bottles


AOL.com

'You're a straight up b---- if you buy the skinny Dove bottle.'

Go Out Without

by noreply@blogger.com (Liah El Fadel) @ Persuasion and Influence



The problem

Homelessness is on the rise in the UK and social stigma is not helping.

With 3,569 people sleeping rough each night in England (The Salvation Army, 2017) and twice the number of young people between 18-24 years old sleeping in the streets of London since 2009 (Comic Relief, 2017), we knew we wanted to change society’s attitude towards this issue.

Indeed, society currently has a tendency to alienate, stigmatise and blame homeless people for their situation instead of considering economic and social factors that can lead to a quick slip into homelessness (Belcher & DeForge, 2012).  Stigmatisation has two main damaging effects. Firstly, society treats itself as the in-group and those who are homeless as an outgroup (Becker, 1963). According to the Social Identity Theory (Tajfel, 1981) people prefer and help those who they feel are similar to them while maximising the difference with those considered outsiders. This tendency has alarming consequences, indeed Corrigan, & Wassel (2008) found that those who are stigmatised are aware of it and thus are likely to internalise it which contributes to drug and alcohol struggles (Room, 2005).

Belcher et al. (2012) proposed that the best way to break the cycle is by breaking the stigma. The good news is people want to help (Link et al., 1995).


Our solution

Through our behaviour change project, we focused on breaking these barriers: we hypothesised that making homeless people more relatable and introducing them as part of the in-group would encourage society to help them. Additionally, we ensured our video would give people the means to safely and frequently help those who are homeless, starting with a simple acknowledgement, “hello!”, to a donation towards the Salvation Army.

Steps 1, 2 and 3…

The first step our group took was contacting the Salvation Army in Leamington Spa to hear their ideas and thoughts on our project. Following the Yale Attitude Change Approach (Hovland, 1953), it was clear an authoritative and credible source was key to a persuasive message. After scheduling meetings with managers at the Salvation Army it was agreed that we would volunteer weekly at the drop in sessions and after gaining the trust of those using the Salvation Army’s services, we would conduct short informal interviews. The interviews with Shushi and Mel were purposely kept relaxed and informal in order to capture a real picture of the parts of their lives they were willing to share. Having real testimonies was another source of authority in our project. In fact, research showed that contact with homeless people increased people’s sympathy towards them (Farrell, & Link, 2004).

 In parallel, we had several filming days where we walked around Leamington Spa filming clips representing the wealthy consumer culture and contrasting them to the more isolated places in which homeless people seek refuge. We put together a powerful and informative video combining images, statistics, a voiceover and music.


Our clear message

The Yale Attitude Change Approach (Hovland, 1953) emphasises the importance of a strong message in order to increase persuasiveness. Therefore, our message was clear: “This could happen to You”. We emphasised this using repetition throughout the video. All elements in our video were directed towards one underlying message: homeless people are not so different from you. They do their laundry, have families, experience loneliness, live on the same street: they are “Humans of Leamington Spa”.

Our targeted audience

Lastly, as part of The Yale Attitude Change Approach (Hovland, 1953) we tailored our message to a specific audience in mind: students, in particular students living in Leamington Spa. Indeed, our title “Humans of Leamington Spa” would have more effect on them. Additionally, we hypothesised that those students would recognise the places shown in the video and thus feel more positively about the project. Our audience was easily reachable through the University’s numerous Facebook groups, we proceeded to share our video on the different pages dedicated to halls, degrees, Freshers, etc. The way we spread and shared our video was based on social loafing. Indeed, Weaver et al. (2007) found that a message heard several times was perceived as a more popular opinion, therefore we ensured that students would view the video message through multiple channels.

Our strategic format

We choose to create a video for our project such that we could share it on social media and our targeted audience could interact with it, leveraging two behaviour change techniques: consistency and foot-in-the-door technique. Indeed, once finalised, our video was shared over Facebook alongside the various captions “please watch, like and share”, “help us break stigmas by liking”, “want to help us break the stigma? Like this video!” etc. Firstly, according to the foot-in-the-door technique, people are more likely to accept a bigger request if they previously accepted to do a smaller one (Freedman & Fraser, 1966). In this context, first liking our video would be the smaller request and we hope that in the near future, people will start saying a quick “hello!” to the homeless they encounter and that this would quickly escalate to buying the big issue and donating to the Salvation Army. Indeed, according to Bem’s Self-perception Theory of Attitudes (1972) people seek to be consistent across their attitudes and behaviours, therefore having supported the homeless on Facebook, people would be more likely to commit to doing it on the streets.


Our measurable impact

Our video was shared more than 15 times on Facebook. It reached 200 views and accumulated over 40 likes. We are confident that our project will have an immediate impact on people’s behaviour, indeed while students are more reluctant to donate money, starting by acknowledging the presence of the homeless with a simple “hello!” could quickly escalate to sharing a coffee, buying the big issue and donating to the Salvation Army.


Alexandra de Buchet

 References

Batson, C. D., Chang, J., Orr, R., & Rowland, J. (2002). Empathy, attitudes, and action: Can feeling for a member of a stigmatized group motivate one to help the group?. Personality and Social Psychology Bulletin28(12), 1656-1666.

Becker, H. S. 1963. Outsiders: Studies in the sociology of deviance London, , England: Free Press.

Belcher, J. R., & DeForge, B. R. (2012). Social stigma and homelessness: The limits of social change. Journal of Human Behavior in the Social Environment22(8), 929-946.

Bem, D. J. (1972). Self-perception theory. Advances in experimental social psychology6, 1-62.

Corrigan, P. W., & Wassel, A. (2008). Understanding and influencing the stigma of mental illness. Journal of psychosocial nursing and mental health services46(1), 42-48.


Freedman, J. L., & Fraser, S. C. (1966). Compliance without pressure: The foot-in-the door technique. Journal of Personality and Social Psychology , 4, 145-203.

Hovland, C. I., Janis, I. L., & Kelly, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. New Haven, CT: Yale University Press.

Lee, B. A., Farrell, C. R., & Link, B. G. (2004). Revisiting the contact hypothesis: The case of public exposure to homelessness. American Sociological Review69(1), 40-63.

Link, B. G., Schwartz, S., Moore, R., Phelan, J., Struening, E., Stueve, A., & Colten, M. E. (1995). Public knowledge, attitudes, and beliefs about homeless people: Evidence for compassion fatigue?. American Journal of Community Psychology23(4), 533-555.

Room, R. (2005). Stigma, social inequality and alcohol and drug use. Drug and alcohol review24(2), 143-155.

Sosin, M. R. (2003). Explaining adult homelessness in the US by stratification or situation. Journal of community & applied social psychology13(2), 91-104.

The Salvation Army. (2017). An appeal to those who visit, work, and live in Royal Leamington Spa. https://www.salvationarmy.org.uk/

Zajonc, R. B. (2001). Mere exposure: A gateway to the subliminal. Current Directions in Psychological Science, 10, 224-228.



#KeysToColumbus

by alexandriaschell @ Ohio University Strategic Social Media

Our campaign is centered on a new Twitter account, @JoinUSColumbus, and a new hashtag, #KeystoColumbus. The overarching goal of the campaign is to increase awareness of the Certified Tourism Ambassador program in Columbus, while the more specific objective is to obtain 3,000 followers on the new Twitter account. We aim to reach 3,000 followers for […]

Brothers Drake #EntertainWithMEAD

by jillianbarcia @ Ohio University Strategic Social Media

Through our Social Media Campaign Proposal, the primary goal is to increase the bond between Brothers Drake Meadery and the community, as well as the consumers around them. Brothers Drake Meadery cares about the community in Columbus, and wants to give back to them the freshest mead made from locally grown ingredients. With hopes of […]

Dove Purely Pampering Body Cream with Shea Butter & Warm Vanilla (300ml)
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Dove Antiperspirant Spray Deodorant For Women 150 ml ( Pack of 10 ) + Our Travel Size Perfume
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Dove Antiperspirant Deodorant Silk Dry, 48 Hr., 150 ML (Pack of 6)
$16.49
Dove Body Wash, Deep Moisture Pump, 34 Ounce, (Pack of 2)
$26.59
Dove Silky Nourishment Body Cream 10.1 oz
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Dove Purely Pampering Body Wash, Pistachio Cream with Magnolia, 16.9 Ounce / 500 Ml (Pack of 3)
$17.48
Improved Formulation Go Fresh Dove Anti-Perspirant Deodorant Spray Grapefruit & lemongrass Scent (6 Can)
$16.50
Dove Men + Care Face Lotion Hydrate + 1.69 OZ - Buy Packs and SAVE (Pack of 3)
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Dove Purely Pampering Body Wash, Shea Butter with Warm Vanilla, 16.9 Ounce / 500 Ml (Pack of 3)
$12.99
Dove Men + Care Clean Comfort Spray Deodorant & Anti-Perspirant 150ML / 5.07 Oz,(6 Pack)
$16.10
Dove Invisible Solid Deodorant, Original Clean - 2.6 oz - 3 pk
$9.55
3 Pk. Dove Gentle Exfoliating Body Wash with Nutrium Moisture 16.9 Oz
$14.99
Dove go fresh Revive Antiperspirant/Deodorant, Pack of 4, 2.6 Oz each
$15.93
Dove Advanced Care Invisible Solid Antiperspirant deodorant 4ct(2.6oz x 4)
$11.74
Dove Men+Care Elements Antiperspirant Stick, Minerals + Sage 2.7 oz, 4 Count
$17.88
Dove Original Anti-Perspirant Deodorant 48h Spray 150 ml / 5 fl oz (6-Pack)
$15.99
Dove Go Fresh Anti-Perspirant Deodorant Spray 150ml Grapefruit & lemongrass Scent (1 Can)
$5.76
Dove Daily Moisture Shampoo and Conditioner 12oz Combo SET **Package May Vary**
$13.48
Dove Go Fresh Cool Moisture Fresh Touch Body Wash Cucumber and Green Tea 16.9 Oz / 500 Ml (Pack of 3)
$14.28
Dove Anti-Perspirant Deodorant, Sensitive Skin 2.60 oz
$7.99
Dove Men Plus Care Body Wash, Deep Clean, 13.5 Ounce (Pack of 3)
$22.33
Dove Beauty Cream Bar Soap, Go Fresh Revive, 100 G / 3.5 Oz Bars (Pack of 12)
$14.65
Dove Men+Care Deodorant Stick Clean Comfort 3 oz(Pack of 3)
$23.22
Dove Go Fresh Pomegranate & Lemon Verbena Deodorant Spray 150 ml / 5 oz (6-Pack)
$18.06
Dove Go Fresh Body Wash, Revitalize, Mandarin & Tiare Flower Scent, 16.9 Ounce / 500 Ml (Pack of 3)
$15.98
Dove Weightless Moisturizers Smooth and Soft Anti-Frizz Cream, 4 Ounce (113g)
$3.99
Dove Clinical Protection Antiperspirant Deodorant, Original Clean, 1.7 Oz (Pack of 3)
$21.98
Dove Clinical Protection Antiperspirant Deodorant, Cool Essentials 1.7 Ounce, (Pack of 2)
$14.49
6 Pack Dove Cotton Dry Anti-Perspirant Deodorant Spray 48 Hour Protection 150 Ml
$17.06
Dove Go Fresh Restore Beauty Bars, Blue Fig and Orange Blossom Scent, 4.75 Oz (Pack of 12)
$18.40
Dove Invs Sold Pwd Size 2.6z Dove Powder Invisible Solid Antiperspirant Deodorant
$10.46
Dove Men + Care Antiperspirant & Deodorant, Cool Silver 2.70 oz (Pack of 4)
$14.99
Dove Advanced Care Antiperspirant, Clear Finish 2.6 oz, 4 Count
$19.52
Dove Ultimate go fresh Cool Essentials Anti-perspirant/Deodorant, 2.6 Ounce (Pack of 4)
$19.99
Dove Advanced Care Anti-Perspirant Deodorant, Revive 2.6 Oz (Pack of 3)
$16.48
DVO2979401 - Moisturizing Gentle Hand Cleaner
$122.28
Dove Original Spray Deodorant Anti Perspirant 150 Ml 5.07oz (Pack of 3)
$11.00
Dove Men+Care Antiperspirant Deodorant, Sensitive Shield, 2.7 Ounce (Pack of 4)
Dove Hair Therapy Daily Moisture Conditioner, 40 Fl Oz
$14.99
Dove Go Fresh Beauty Bar Soap, Cool Moisture, 6 Count
$10.59
Dove Go Fresh Cucumber & Green Tea Deodorant 48h Spray 150 ml / 5 fl oz (6-Pack)
$16.49
Dove go fresh Beauty Bar, Cucumber and Green Tea 4 oz, 6 Bar
Dove Deodorant 2.6 Ounce Adv Care Anti-Perspirant Sensitive (76ml) (3 Pack)
$12.46
DOVE Winter Care Nourishing Body Wash 24-Ounce - 3-Pack
$23.99
Dove Invisible Dry Anti White Marks Antiperspirant Deodorant, 150 Ml / 5 Oz (Pack of 6)
$17.50
Dove Winter Care Beauty Bars - 14/4oz
$28.95
Dove Men + Care Dry Spray Antiperspirant, Clean Comfort (Pack of 4)
$15.83
Dove® Beauty Bath Shower Gel Indulging Cream 16.9 Oz / 500 Ml
$7.77
Dove Men + Care Body + Face Bars Aqua Impact - 6 ct
$12.82
Dove Go Fresh Cool Moisture Body Wash, Cucumber and Green Tea Pump 34 Ounce (Pack of 2)
3 Dove Nourishing and Restore Body Wash 500ml/19.9oz (3X 500ml/16.9oz, Purely pampering-Almond cream with hibiscus)
$17.99
Dove Advanced Care Deodorants, Cool Essentials (2.6 oz., 3 pk.)
$16.87
Dove Nutritive Solutions Daily Moisture, Shampoo and Conditioner Duo Set, 40 Ounce Pump Bottles
$24.90
Dove Men + Care Body & Face Wash, Sensitive Shield 13.50 oz (Pack of 3)
$20.70
Dove Go Fresh Revive Anti-Perspirant Deodorant Stick for Unisex, 2.6 Ounce
$6.69
Dove Men + Care Extra Fresh Non-irritant Antiperspiration 5 Pack
$24.99
Dove Invisible Dry Anti White Marks Anti-Perspirant Deoderant
$5.12
(Duo Set) Dove Damage Therapy Intensive Repair, Shampoo & Conditioner, 12 Oz. bottles
$13.19
Dove Men+Care Body and Face Wash, Clean Comfort 18 oz
Dove Damage Therapy Daily Moisture Shampoo, 2.8 Pound
$14.99
Dove Men Care Non-Irritant Antiperspirant Deodorant, Extra Fresh - 2.7 Ounce (5 in Pack)
$22.47
Dove Nutritive Therapy, Nourishing Oil Care, DUO Set Shampoo + Conditioner, 12 Ounce, 1 Each
$12.98
Dove Men+Care Post Shave Balm, Hydrate+ 3.4 oz (Pack of 2)
$12.65
Dove Beauty Bar, Pink 4 oz, 14 Bar
$17.99
Dove Original Beauty Cream Bar White Soap 100 G / 3.5 Oz Bars (Pack of 12) by Dove
$16.99
Dove Shave Gel Sensitive 7 oz. (Pack of 3)
$17.26
Dove Cotton Soft Anti-Perspirant Deodorant Spray Dry 48 Hour Protection (Pack of 6) 150 Ml by Dove
$20.98
Dove Clinical Protection Anti-Perspirant Deodorant Solid, Revive 1.70 oz(Pack of 2)
$13.48
Dove Shampoo, Dryness & Itch Relief 12 oz
$5.59
Dove Body Wash Deep Moisture 24 oz, Pack of 3
$15.16
Dove Purely Pampering Body Wash, Coconut Milk (24 fl. oz., 3 pk.)
$24.09
Dove go sleeveless Antiperspirant, Beauty Finish 2.6 oz, 2 Pack
$4.99
Dove Beauty Bar, White 4 oz, 2 Bar
Dove Men + Care Revitalize Face Cream Lotion 1.69oz (Quantity 1)
$4.97
Dove Oxygen Moisture Shampoo and Conditioner Set 12 Ounce
$13.85
Sensitive Skin Unscented Moisturizing Cream Beauty Bar By Dove, 12 Count 4 Oz Each
$19.99
Dove Beauty Bar, Sensitive Skin 4 oz, 6 bar
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Dove Regenerative Nourishment Shampoo and Conditioner Set, 8.45 FL OZ each
$15.99
Dove Purely Pampering Shea Butter Beauty Bar with Vanilla Scent Soap 3.5 Oz / 100 Gr (Pack of 12 Bars)
$17.48
Dove Antiperspirant Deodorant, Powder 2.6 Ounce, (Pack of 6)
$21.36
Dove Body Wash Deep Moisture 24 oz, Pack of 3
$15.16
6 Cans of Dove Men+Care Invisible Dry 150ml Anti-Perspirant Anti-Transpirant Spray
$18.72
Dove Clinical Protection Antiperspirant Deodorant, Cool Essentials 1.7 oz
$7.72
Dove Sensitive Skin Nourishing Body Wash, 12 Ounce (2 Pack)
$19.33
Dove Men+Care Body Wash, Extra Fresh 23.5 Ounce (Pack of 2)
$20.45
Dove Men + Care Face Wash, Hydrate, 5 Oz (Pack of 3)
$18.40
Dove Men+Care Body Wash, Extra Fresh 13.5 oz, Twin Pack
$16.99
Dove Hs Srength/Shine Xho Size 7z Dove Hs Srength/Shine Xhold 7z
$8.77
Dove Dry Shampoo Refresh and Care Volume and Fullness, 5 Ounces, 3 Pack
$16.80
Dove Men+Care 2 in 1 Shampoo and Conditioner, Fresh and Clean 25.4 oz
Dove Sensitive Skin Unscented Hypo-Allergenic Beauty Bar 4 oz, 2 ea (Pack of 2)
$11.14
Dove Men + Care Body & Face Wash, Clean Comfort 13.50 oz ( Pack of 3)
$16.10
Dove Men + Care Fortfying Shampoo+conditioner 2 in 1 32fl Oz
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Dove Go Fresh Cucumber & Green Tea Scent, Antiperspirant & Deodorant Stick, 1.4 Oz / 40 Ml (Pack of 4)
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Dove Body Wash, Sensitive Skin Pump, 34 Ounce (Pack of 2)
$27.33
Dove Body Lotion, Cream Oil Intensive, 13.5 Ounce (Pack of 3)
$23.49
Dove Damage Therapy Cool Moisture Shampoo (12 oz) and Conditioner (12 oz)
$11.99
Dove Go Fresh Antiperspirant & Deodorant, Cool Essentials - 2.6 oz - 2 pk
$12.99
Dove Go Fresh Antiperspirant Deodorant, Restore, 2.6 Ounce (Pack of 2)
$9.11
Dove Men+Care Body and Face Bar, Deep Clean 4 oz, 6 Bar
$9.39
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