In continuing its efforts to evolve beauty standards in digital media, Dove has started infiltrating international casting calls with real beauty models to spread inclusion through its campaign, It’s On Us.
Hoping that advertising agencies will feature diverse imagery of women, Dove pledges that if a company picks one of its models, it will pay to cover the cost of the appearance fee.
Dove worked together with creative agency LOLA MullenLowe, independent casting firms and a diverse group of models to develop this campaign.
“For over 60 years, Dove has been taking action to represent real beauty – working to shatter stereotypes. As an actionist brand that continuously challenges narrow beauty ideals, it is our duty to help others to represent all beauty in their advertising,” Sophie van Ettinger, Global Vice President at Dove, commented. “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.”
“This project really drove home how difficult it is to promote real beauty in advertising. Even when offering Dove’s real beauty women to brands at no cost at all. Hopefully, this campaign will encourage many more to genuinely do something about this problem,” said LOLA Mullenlowe’s executive creative director, Tomas Ostiglia.