Unilever’s Dove – a brand whose marketing campaigns are focused on challenging beauty stereotypes – is now promoting inclusivity in advertising by offering to subsidize the cost of hiring diverse talent incurred by other brands, according to Dove South Africa’s website.
In 2019, for “Project Show Us,” Dove partnered with Getty Images, Girlgaze, women and non-binary individuals to create more than 10,000 images that depict a more inclusive vision of beauty for advertisers and media outlets.
Now, the brand takes further action to shatter beauty stereotypes in South Africa through the “It’s On Us” campaign. “We decided to hack the advertising industry – from the inside – infiltrating international casting calls with real beauty models from Project #ShowUs,” Dove says on its website.
The models participating in casting calls also deliver the message that if they are chosen to appear in an ad and it shows them as they really are, Dove will cover their appearance fee.
So far, Magnum, Krispy Kreme, Cif and Nedbank have joined Dove in the effort, according to the brand’s website, which provides a form for other brands to request to participate.
Sophie van Ettinger, our Global Vice President says: “For over 60 years, Dove has been taking action to represent real beauty – working to shatter stereotypes. We know from research that if women don’t feel represented, it can hold them back from reaching their full potential. The effects are vast, negatively impacting health, career and relationships. As an actionist brand that continuously challenges narrow beauty ideals, it is our duty to help others to represent all beauty in their advertising.”
“By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance,” she adds.