The Dove Campaign for Real Beauty aimed to boost women's self-esteem by featuring a diverse range of women in their advertising. Research found that women had low self-esteem due to unrealistic beauty standards in media. Dove launched an award-winning campaign featuring 'real' women to promote a wider view of beauty. The campaign was a success, generating over 700% increase in sales and £2.5 million in free publicity for Dove. It created an interactive website and discussion forums to further the message of empowering women.

1. Story Dove: empowering women Lucy Conlan Senior consultant, cScape Customer Engagement Unit

7. campaignforrealbeauty.co.uk Key segments Mothers Teenagers Site also appeals to: Fact finders, mentors to young people, cultural observers, fundraisers

8. Many layers to the site Views News and information Campaign Fundraising The Dove Fund Films, quotes, press reaction to campaign, survey quotes Objective – to boost the self esteem of 5M girls International body of experts User generated content, discussion boards Audience shown how advertising developed

9. More than an ad campaign: Asda staff featured

10. Campaign stars voted by shoppers Regional voting

11. Interactive teenage zone Many, many things to do

12. International survey In China, women have wider, more empowering views of beauty

13. Fundraising - dynamic content Number of women who have received support

14. International credibility Diverse range of experts endorse the fund’s mission

15. Dove rich media

21. Thank you

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