It’s a struggle that I’m sure many women can relate to: being judged on looks, rather than personality or experience. Well known for its empowering marketing campaigns, this focus of the new ad by Dove.
While the ad profiles 9 genuine women, it focuses on their experiences with being judged based on how they appear. According to a survey conducted by Dove Hair and Edelman Intelligence, 7 out of 10 women say that they accept compliments on their looks, rather than their accomplishments.
“They said I was too pretty to fight. You’re going to mess up that beautiful face,” recounts professional kick-boxer Heather.
Titled Beauty on your own terms, the brand’s latest #MyBeautyMySay campaign encourages women to value their self-worth beyond just their looks.
“Somewhere along the way, it has become the norm to judge women based on their appearance,” explained Jennifer Bremner, director of marketing at Dove. “Instead, her beauty should be celebrated on her terms. We want women to challenge this behaviour that has unfortunately become commonplace in our society. We are giving all women a platform to speak out and join us to change the conversation.”
Watch the spot below:
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.