Dove is offering to pay other brands to promote inclusivity in their ads
Unilever’s Dove has called on other brands to join in promoting inclusivity by increasing the presence of real beauty in their advertising through their campaigns.
The models participating in casting calls would deliver the message that if they are chosen to appear in an ad and it shows them as they really are, Dove will cover their appearance fee.
The company stated: “By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance.”
First launched in 2019, “Show Us” was a collection of over 10,000+ images that offered a more inclusive vision of beauty for all media and advertisers to use. The project was followed by the “It’s On Us” campaign, which began in 2020 and is continuing this year, as an extension of “Show Us”.
In a statement, Dove announced: “Dear brands, together, we can drive change and empower women by striving for a more inclusive representation of beauty. It’s on us to change the media and advertising for the better.”
According to Dove, 70% of women don’t feel represented in media and advertising, and every day, women’s lives are impacted by limitations, exclusions and narrow beauty stereotypes. It’s time to change this.
Championing inclusivity, Unilever also recently announced plans to stop using the word “normal” in the advertising and packaging of its beauty and personal care brands. Dove disclosed that Magnum, Krispy Kreme, Cif and Nedbank have joined in the effort. The company has provided a form for other brands to request to participate.
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