Dove wants to change the way women think about themselves with its new campaign, called Choose Beautiful. According to its 2010 research, 96 per cent of women do not choose the word beautiful to describe how they look. Its new five-minute film, shot in San Francisco, Shanghai, New Delhi, London and São Paulo, encourages women to choose beautiful to describe themselves, to radiate their inner confidence and become happier.
The film shows a building with two doorways: ‘Average’ and ‘Beautiful’. Those who chose the latter reported that they felt better, having made a statement publicly about how they viewed themselves.
It ties in with Dove’s #SpeakBeautiful campaign to encourage women to understand how words impact on self-esteem and confidence.
Dove will partner with Women in the World this year, a summit that brings together inspirational female leaders to discuss women’s issues. This year’s summit in New York, on April 22–4 at the David H. Koch Theater, includes Meryl Streep, Helen Mirren, Freida Pinto, Thandie Newton, Ashley Judd, former senator Hillary Rodham Clinton, Diane von Fürstenberg, Barbra Streisand, Christiane Amanpour, Obiageli Ezekwesili (Bring Back Our Girls), author Elif Shafak, North Korean human rights’ activist Yeonmi Park, Sen. Kirsten Gillibrand, Zainab Salbi and others. Dove will host a session on the 24th, ‘The Beautiful Brain’, discussing beauty and choice with Newton, Dr Stacie Grossman Bloom, Assistant Professor, Department of Neuroscience and Physiology at the NYU Langone Medical Center, and Dr Rénée Engeln, Professor of Psychology, Northwestern University.
The five-minute film is shown below, and Dove has set up a site on Tumblr.