2004 to 2006 Case Evaluation
In 2004 , In England, Dove started the Campaign For Real Beauty , with the aim to make women feel confident about their physical appearance no matter their age and their size. Target Audience
All women regardless their size and their age.
To get to know their audience, Dove begin a study about how women fell about their physical appearance. The conclusion was that women feel that physical attractiveness is very important to the society and that people expect from women of this generation to be more attractive that the women of the previous generation. After this study Dove collected the statistics of 3.200 women, from 18 to 64 years old, from 10 countries( The U.S, Italy, Canada, Great Britain, France, Netherlands, Argentina, Brazil, Japan, Portugal). The study began in February 2004 and ended in March 2004. The statistics are: * Only 2% of women describe themselves as beautiful
* 1 of 2 of women think that are overweight
* 3 of 4 of women saw themselves as ‘’average’’.
Two more studies, one in 2005 and the other in 2006, came to add that : * 90% of women are not satisfied with at least one part of their physical appearance, especially their body parts. * 91% of women believe that the media need to promote more realistic and healthier images of women, especially of women over 50 years old.
* Attract worldwide Media coverage
* Debates , seminars discussion are needed to make an opportunity for women to discuss the real meaning of beauty. * Self-esteem awareness programs
* Make women to use the CFRB Web site, for discussions about the issue. * Increase Dove’ s sales of beauty products
PLANNING THE USE OF MEDIA: CONTROLLED MEDIA
Dove created an advertising campaign in 2004. In this advertisements dove asked about if models characteristics such us slimness and youth are necessary for beauty. The advertisement contented a photo of woman who didn’t look like a model. Then dove asked the reader to express their opinion about woman’s appearance checking off a box. (www.campaignforrealbeauty.com)
Dove makes many TV commercials such as Campaign For real Beauty: http://youtube.com/watch?v=Fc2Ity4Uv
Commercial in Super Bow 2006
www.campaignforrealbeauty.com This site is interactive. Women can make dialogue about beauty, they can read other women’s opinion and also they can find many researches about beauty.
Dove sent experts to some TV shows to give interviews. These shows are: The Early Show, The Today Show, Oprah and Good Morning America.
THE DOVE SELF-ESTEEM FUND
Dove makes the self esteem fund in order to increase self-confidence and self-esteem of women. Further more the Dove self esteem fund supports a school educational program. The name of this program is Body Talk.
Dove sponsored the Program for Aesthetics and Well being. The program for Aesthetics and Well-being was a Harvard University’s program. This program studied how women are displayed by the media, and which are the effects of this on women’s well-being.
Dove organizes on international exhibition of photography. This exhibition aimed to the overthrow of the modern stereotypical beauty. It tried to show the real beauty. PANEL DISCUSSION
Dove started its campaign for Real Beauty with a panel discussion. The people who participated in this discussion were: Nancy Etcoff who was a professor of Harvard University, Mindy Herman and many others.
THEME AND MESSAGES
• Dove A New Vision
• Imagine a world where beauty is a source of confidence, not anxiety. • Help make our vision reality.
According to Wikipedia, the free encyclopedia, Dove and its partners in this effort( marketing and communications agencies as Ogilvy & Mather, Edelman Public...