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Dove challenging societys view of beauty

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... Dove's Campaign for Real Beauty. Some challenges for you ... 68% of women believe that the media sets an unrealistic standard of beauty ... Closer Magazine ' ... – PowerPoint PPT presentation

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Title: Dove challenging societys view of beauty


1
Dove - challenging societys view of beauty
  • Margot Raggett
  • CEO, Lexis Public Relations

2
Presentation overview
  • My brief today
  • Inspire thinking around how we can make (being)
    active attractive, by presenting
  • Background to and overview of Doves Campaign for
    Real Beauty
  • Some challenges for you

3
A brief overview of Lexis
Creating a Nation of Active Women 24th November
2008 Emirates Stadium, London
  • A full service agency with a boutique feel
  • We combine passion and creativitywith
    exceptional delivery and results
  • 100 of the best (and possibly nicest)PR people
    in the industry
  • Launched 15 years ago and still goingstrong
    last year we grew by 20

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Comparing research
  • 2 articles and 1 of images devoted to female
    athletes and womens sport
  • 88 believe there is too much pressure to be thin
  • 68 of women believe that the media sets an
    unrealistic standard of beauty
  • Nearly half feel under more pressure to be thin
    than healthy
  • 91 feel the media and advertising need to do a
    better job of representing realistic images of
    women over 50
  • 97 are sick of seeing images of stick-thin models

6
The secret of Doves success
  • Challenging a beauty advertising convention
  • Getting the creative execution right
  • Taking a real risk based on credible consumer
    insight
  • Finding a territory which is rich for future
    exploitation
  • A fully integrated campaign
  • Walking the talk

7
And what was the insight?
  • Women were sick of being bombarded with
    unattainable images of perfection
  • They didnt believe the claims beauty products
    were making
  • It was affecting their self-esteem
  • They felt many ordinary woman were
    unrepresented
  • And they were worried that all of the above might
    affect the next generation even more deeply and
    wanted someone to take a stand

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The media and consumers applauded...
Wow, what a stunner Linda was. I would love to
meet a woman with her attitude and body Si,
Daily Star, 5 April 2004
Doves change of heart is a brave - and long
overdue-move by an industry which makes up in air
brushing what it lacks in courage News of the
World, 4 April 2004
When our columnist Fiona McIntosh wrote that she
prefers to see perfect models in adverts rather
than Doves curvy women, we were inundated with
outraged letters Closer Magazine
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Manipulated image of beautyFollow link below to
watch cliphttp//uk.youtube.com/watch?voz6SzJdUh
1M
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In summary
  • The campaign has been running now in a consistent
    way for over four years
  • Multi-faceted
  • Fleet of foot with media
  • Long term relationships
  • Always true to the original core thought

25
Lessons to learn from Dove
  • Is your insight really compelling for your target
    audience?
  • Do you really understand whats going to motivate
    them to act?
  • Is what you are planning to do truly
    ground-breaking and therefore newsworthy
  • Will it capture the imagination?
  • Is your message truly democratic?
  • Are you in it for the long term?
  • Are you walking the talk?
  • Will you get the creative execution right?

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