Dove challenging societys view of beauty

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Dove - challenging societys view of beauty

• Margot Raggett
• CEO, Lexis Public Relations

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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

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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

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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

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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

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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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Any questions?