DOVE Evolution
The ‘DOVE Evolution’ ad has recently been one of the most viewed and hotly debated videos on the popular YouTube.com website. It’s also been featured on major TV programmes in Canada and the US, where the debate about thin models continues.
The ad shows a girl being transformed from bedhead to billboard in the space of 60 seconds. It reveals how the fashion industry uses everything from airbrushing to hair and make-up to create artificial images of beauty.
The film was developed to promote Dove’s Self-Esteem Workshops in Canada and news of it spread rapidly. People bombarded web sites promoting Dove’s ‘campaign for real beauty’ as they tried to locate and play back the ad. Dove’s BodyTalk and Mother/Daughter workshops aim to free women from beauty stereotypes by inviting girls and young women to share the Dove philosophy of real beauty.
Through community activities, backed by educational tools and online communication, we hope to encourage the next generation to challenge and change definitions of beauty in an empowering way.
