What do we use cookies for?
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.
Dove #mybeautymysay campaign, UK
Dove #mybeautymysay campaign, UK
Dove #mybeautymysay campaign, UK
Dove #mybeautymysay campaign, UK
A bad sport
UK – Dove has launched a platform that enables people to respond to sexist comments about female athletes.
- Visitors to the campaign website can ‘let the media know that when they only see an athlete’s looks, they don’t see her at all’
- It highlights examples of sexist comments made by major media outlets
According to the website, the public has been exposed to 99.1m media comments about female athletes that focus on their looks over their achievements.
The campaign, which is accompanied by the hashtag #mybeautymysay, highlights examples that, when read in this new context, are exposed for their offensive character, such as ‘pint-size athlete reaches new height’ from The New York Times, ‘whatever they’re paying her is probably worth it, she looked stunning in the all-white outfit’ from the Montreal Gazette, ‘her ass is… quality’ from TMZ, and ‘leggy and photogenic’ from MadeMan.com.
The website enables viewers to feedback to the publications with the line: ‘The media judges every aspect of a female athlete’s appearance. Let them know that’s not okay.’
The Big Picture
Dove’s push against misogyny in the media chimes with our Backland Brands macrotrend, which examines how companies are challenging expectations and please-all policies. This latest piece of Brandstanding presents a new direction for the brand, away from its Real Beauty campaign, which is increasingly perceived as stale and inauthentic.
Most Recent
1
The Urgent Company accelerates sustainability:
Industrialised food systems are broken. Paul Kollesoff, co-founder of The...
2
Connective Audio:
To make up for a lack of in-person interactions, consumers are turning to...
3
Inter-Covid Roadmap 2021:
With the Covid-19 vaccine rollout offering a chance to rebuild our societies...
4
Five minds shifting luxury fashion perspectives:
Around the world, a series of individuals are driving new directions for...
5
China Green Retail Market:
Propelled by the impact of the pandemic and shifting mindsets of Millennial...
6
It’s time for a regenerative travel revolution:
Conscious tourism is no longer enough. Amanda Ho, co-founder of Regenerative...
7
Five beauty disruptors on the rise:
From empowerment glitter to egg-cloned vegan skincare, discover the new...
8
The future according to: Sam Moyo:
From launching a sober rave movement to coaching businesses on mysticism,...
9
Decarbonising Diets Market:
A growing awareness among consumers of their individual carbon footprint is...
10
Advertising must speed up to survive:
The pandemic has exposed the slow production process of big ad agencies....
11
Four flexible mobility concepts for future living:
As vehicle usage changes, automotive designers are exploring the potential...
12
How luxury car brands can navigate an electric future:
The car has always been a mark of independence, freedom and status but as...
13
Next-gen Camping Market:
No longer associated with budget family holidays or seasoned adventurers,...
14
Micro-mmunity Retail:
Retail brands are swapping flagship and big-box store formats for downscaled...
15