Dove is renowned for challenging unrealistic stereotypes and images of women in the media and advertising. To take the next step in its journey, Dove wanted to enable other advertisers and media to do the same; coming together to create a real societal change by setting a new standard for how women are authentically represented around the world. Partnering with Getty Images and Girl Gaze, Dove saw an opportunity to change the visual representation of the billions of women portrayed unrealistically in stock photography. They created Project #ShowUs, the largest image bank of women as they want to be seen and Golin supported them in creating a global movement towards a diverse and inclusive portrayal of beauty. Through rigorous planning and toolkits, we ensured the Project #ShowUs launch, the hero film, high impact OOH campaigns and its supporting research, secured earned media exclusives across all 39 key markets. We targeted social influencers as well as traditional media, all localised with relevant talent while a wide-reaching social and digital campaign across Dove owned platforms encouraged women to take part.
The project has so far gained 1.6BN reach with over 660 pieces of media coverage in 39 markets, and over 20K women joining the hashtag movement at the last count. During teh campaign 2K women signed up.