South Africa – Beauty brand Dove is calling on global brands to improve diversity in their advertising – by offering to cover their modelling costs.
For the campaign, titled It’s On Us, Dove is sending an open invitation to brands and advertisers across the globe, stating that it will pay for models to ensure greater intersectionality in brands’ advertisements. Four brands have so far taken Dove up on its offer, including Magnum ice cream, Cif household cleaner, South African financial institution Nedbank, and Krispy Kreme.
‘By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance,’ says Sophie van Ettinger, global vice-president at Dove. An evolution of the brand’s Project #ShowUs campaign from 2019, where Dove partnered with Getty images to create over 10,000 diverse images, this initiative shows its continued commitment to inclusivity – while pulling other companies up to its standards.
We previously spoke to Sophie Galvani, global vice-president of Dove, about rewriting perceptions of beauty.