Dove Ad Makeover Facebook application lets Australian women create their own ads
Women are exposed to negative advertising everyday that preys on their insecurities and can impact their self-esteem. Starting today, women will say goodbye to ads about muffin tops and belly bulges, and hello to positive beauty messaging thanks to the Dove beauty brand.
In an effort to reach 5 million females with positive messages, the Dove Ad Makeover – created by Ogilvy New York – will pass the power of advertising to women, by displacing negative ads and empowering women to send positive messages to women through a Facebook application.
Dove wants to inspire all women to reach their full beauty potential, and is committed to creating a world where beauty is a source of confidence, not anxiety. A Dove global study found that 80% of women agree that every woman has something about her that is beautiful, but do not see their own beauty. The Dove Ad Makeover will reinforce the beauty women see in others by giving them the opportunity to share positive messages with women beyondtheir personal network, freeing women across the social graph from criticizing ads that chip away at their self-esteem.
A video that illustrates the power one woman has to inspire many will help kick-off the campaign on Facebook and urge fans to participate through the “Dove Ad Makeover” app, starting today. Women (and men) will be able to displace negative ads by selecting one of eight messages that encourage and inspire women. These words to live by such as, “Your birthday suit suits you”, “Every body is beautiful” and “The perfect bum is the one you’re sitting on,” are just some of the positive beauty messages women across Australia will receive, thanks to Dove.
Women can see the ripple effect their positive message has had across Australia on Facebook (also at www.Dove.com and www.youtube.com/dove). The Dove Ad Makeover app will count how many women have been reached with positive beauty messages across the country, toward the Dove goal of reaching 5 million women. Dove is covering the cost to help spread all positive beauty messages created.
The Dove Ad Makeover app allows for:
– A notification that an ad story has been published to be posted to participant’s timeline
– Participant to choose keywords that describe other women who should see the ad story (from health and travel to fashion and beauty); message is published throughout women’s Facebook experience
– Participant can opt to send app to friend(s) timeline
Women can visit Facebook.com/Dove to access the Dove Ad Makeover app and create their own ad.