dove campaign for real beauty
DESCRIPTION
A critical perspective on the marketing ethics behind the Dove Campaign for Real BeautyTRANSCRIPT
DOVE CAMPAIGN FOR REAL BEAUTY
Cindy Luong
Sean Whelan
Jocelyn Jarvis
Marnie Kapatan
Zhuoying Li
Agenda1. Shared-Value Model
2. Targeting Vulnerable Women
3. Dove Self-Esteem Fund
4. Ethical Benefit to Giving Vulnerable Persons a Voice
5. Ethical Reasoning Test
6. Conclusion
The Shared Value Model
Empowering Woman with Self-
Esteem about Body Image
Profiting from Increased Consumer Purchasing
Shared Value for Dove and the Global Community
Targeting Vulnerable Women
• Standard segmentation with unique positioning
• Targeting vulnerable women to help them overcome their vulnerabilities
• Empower women
Targeting Vulnerable Women
“We want to challenge the definition of beauty. . . we believe that beauty has become too narrow in definition. We want to defy the stereotype that only the young, blond and tall are beautiful.”
Philippe Harousseau, Dove’s VP of Branding
Targeting Vulnerable Women• Hundreds of initiatives
worldwide:• Dove Self-Esteem Fund• Eating Disorder Association +
BodyTalk• Program for Aesthetics and Well-
Being (Harvard University)
• The campaign today:• Dove Self-Esteem Weekend• Facebook: “Who Inspires You?• Dove Movement for Self-Esteem
Dove Self-Esteem Fund: Facts• More than 55% of Canadian girls
feel pressure to be beautiful by the age of 14. This number increases to 96% by the time they are 29
• 57% of girls in the UK have used food substitutes or smoked more to lose weight
• 92% of girls want to change at least one aspect of their physical appearance
Dove Self-Esteem Fund: Acts• Real Beauty School Program
• Online resources (True You!)
• Real-life workshops
• B-eat, UK’s only national charity supporting people affected by eating disorders
• Uniquely Me! Program, US national philanthropy aimed at building self-esteem among young ladies
Dove Self-Esteem Fund: Results and Rewards
• Since 2005, the initiative has touched the lives of more than 800,000 Canadian girls and more than 7 million girls globally.
• Shown on 25+ TV channels, 800+ news articles
• Conducted around 2700 self-esteem educational workshops worldwide
• Honoured by Step Up Women’s Network for its philanthropic accomplishment in 2008• Ongoing support in helping raise critical funds as well as
for being outstanding role models for young girls
Ethical Benefit to Giving Vulnerable Persons a Voice
• Use of Viral Videos: Evolution
Evolution
• Now has:• Over 17 million views• 7,253 user comments
• Connected women across the world by facilitating user generated discussion.
Online Discussions/Comments in Response to Evolution
• “Wow that’s amazing. This is what everyone looks up to when in reality that person who seems to be "perfect" doesn’t even exist.”
• “In school we learned about this and yes I agree. Why? Because I am a VICTIM. Yes I have looked at these banners and adverts only to think, god I’m so ugly; why would beauty advertisements want this? Thumbs up to Dove.”
Ethical Benefit to Giving Vulnerable Persons a Voice
Dove, by targeting individuals based on an understanding of their level of self-esteem, helped build a solid foundation for a more positive self-image for millions of young women:
“Dove is not about women feeling more beautiful, it’s about more women feeling beautiful”
Philippe Harousseau, Dove’s VP of Branding
Ethical Reasoning Test
Test Response
Legal Test
Duties Test
Special Obligations Test
Motives Test
Consequences Test
Virtues Test
Rights Test
Justice Test
Dove’s Mission Statement
“Dove is not about women feeling more beautiful, but about more women feeling beautiful. Our notion of beauty
is not elitist. It is celebratory, inclusive and democratic.”
Ethical Reasoning Test
Test Response
Legal Test
Duties Test
Special Obligations Test
Motives Test
Consequences Test
Virtues Test
Rights Test
Justice Test
Summary
• Shared Value• Positioning to Empower• Dove’s Dedication to Self-Esteem• Starting the Conversation• Passing the Test
ETHICAL: ✔