Dove Campaign for Real Beauty
Dove Campaign For Real Beauty
2004 to 2006 Case Evaluation
Situation Analysis
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.
Research
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.
Objectives * 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
TACTICS
PLANNING THE USE OF MEDIA: CONTROLLED MEDIA
ADVERTISING
Dove created an advertising campaign in 2004. In this advertisements dove asked about if models characteristics such us slimness and youth are necessary for
2004 to 2006 Case Evaluation
Situation Analysis
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.
Research
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.
Objectives * 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
TACTICS
PLANNING THE USE OF MEDIA: CONTROLLED MEDIA
ADVERTISING
Dove created an advertising campaign in 2004. In this advertisements dove asked about if models characteristics such us slimness and youth are necessary for
Links: http://www.campaignlive.co.uk/news/532448/Top-Performers-2005-International-Advertiser-Year--Dove/ http://www.now.org/nnt/fall-2006/dove_campaign.html media-awareness.ca Dove.com CFRB.COM http://www.dove.us/#/cfrb/selfesteem/girls_inc.aspx