Dove Hires Criminal Sketch Artist to Draw Women
as They See Themselves and as Others See Them

Dove Sketch 2 FInalAdweek hails it “one of the most original and touching experiments to come from the Campaign for Real Beauty in ages…”

Emotion in Public Relations is a valuable commodity.  Emotion can move, inspire, incite and connect.  It can also repulse.

But what emotions surround beauty?  Part and parcel to the certainty, confidence and attraction that beauty brings are all the negative emotions that accompany the want or lack of it.

Dove soap gives a perspective, based on proof, that beauty is in the eye of the beholder.  According to Dove, only 4% of women around the world consider themselves beautiful. (1)

In a hurricane of beauty messages – glossed-up and photo shopped – touting  the ‘ultimate’ in beauty, Dove chooses to highlight real women in our everyday lives to discover how they picture themselves… and others.

If pictures are worth a thousand words, these are astounding.  And emotional.

Dove’s compelling social experiment reached 1,606,394 hits on YouTube in 5 days so far.  The message of the campaign is “be grateful of your natural beauty – “it couldn’t be more critical for your happiness.”

“They’re actually empowering individual women to appreciate their inherent beauty, and in turn, allowing us all to wonder if we’ve been judging ourselves too harshly,” writes Rebecca Cullers who highlighted their campaign in an Adweek AdFreak blog post on April 16, 2013 (2).  The campaign has also already gotten a fair shake of publicity & PR.

This campaign is a winner in using emotion, not only to connect with one’s audience – but even to detract from beauty advertisements that are over embellished and frankly not based on reality.  It’s one of the best uses of positioning I have seen since the Procter & Gamble’s Olympic commercials honoring mom.

Powerful emotion – powerful campaign.

Dove says you are more beautiful than you think.  I wholeheartedly agree.
To your beauty,

Karla Jo CEO, JoTo PR

(1) Dove Real Beauty Sketches, doveunitedstates YouTube Channel
(2) Adweek AdFreak, Dove Hires Criminal Sketch Artist to Draw Women as They See Themselves and as Others See Them, Moving work by Ogilvy Brazil, By Rebecca Cullers