It's interesting as PR practitioners the creative ways we employ to attempt to reach our audiences. Unfortunately, sometimes our tactics work, sometimes they fall flat and sometimes they actually work AGAINST us.
Business Week this week discusses the negative effects of the new DOVE evolution campaign -- or as they suggest, (D)evolution. The new campaign is attempting to help build women's self esteem and highlight the projected pressures of the fashion/beauty industry - but the attempt is so misguided that it's actually working against them. The last time I checked, doesn't DOVE sell beauty products? You don't want me to be vain and care about how I look, or worry about how fat my _____ (insert your own personal trouble area) is -- but maybe if I want a little bit of assistance, try DOVEproducts?
Their new commercials tell tales of women feeling insecure because they have freckles, or because they curl their hair, or get a nose job. As the Business Week article highlights, "A healthy girl can love herself and hate her freckles. Self-respect doesn't demand that we think we are perfect, or that we love every aspect of ourselves. "
While I applaud DOVE for going against the grain and working to challenge stereotypes about beauty - i.e. you don't have to be a size 0 to be beautiful, their recent campaign has gone just a little TOO far.
Check out the video for yourself - let's hear what you think!
Read the Business Week article at:
No comments:
Post a Comment