Download - Dove Campaign For Real Beauty
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DOVE CAMPAIGN FOR REAL BEAUTY
Cindy Luong
Sean Whelan
Jocelyn Jarvis
Marnie Kapatan
Zhuoying Li
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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
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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
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Targeting Vulnerable Women
• Standard segmentation with unique positioning
• Targeting vulnerable women to help them overcome their vulnerabilities
• Empower women
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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
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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
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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
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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
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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
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Ethical Benefit to Giving Vulnerable Persons a Voice
• Use of Viral Videos: Evolution
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Evolution
• Now has:• Over 17 million views• 7,253 user comments
• Connected women across the world by facilitating user generated discussion.
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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.”
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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
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Ethical Reasoning Test
Test Response
Legal Test
Duties Test
Special Obligations Test
Motives Test
Consequences Test
Virtues Test
Rights Test
Justice Test
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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.”
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Ethical Reasoning Test
Test Response
Legal Test
Duties Test
Special Obligations Test
Motives Test
Consequences Test
Virtues Test
Rights Test
Justice Test
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Summary
• Shared Value• Positioning to Empower• Dove’s Dedication to Self-Esteem• Starting the Conversation• Passing the Test
ETHICAL: ✔