Dove is determined to help every women feel confident and satisfied with her look, and has launched numerous initiatives to achieve this goal. Now the brand is expanding its ‘Real Beauty’ campaign, giving Facebook users an opportunity to replace offensive ads about ‘jelly rolls,’ ‘love handles’ or ‘muffin tops’ with positive beauty messaging using Dove’s ‘The Ad Makeover’ app in Australia.
The app, developed by Ogilvy, was launched yesterday, April 24, on Facebook, and the brand hopes it will reach 5 million people. Users are asked to replace negative ad pieces with more inspirational and encouraging messages such as “Your birthday suit suits you,” “Every body is beautiful” and “The perfect bum is the one you’re sitting on,” which will support women and rocket their self esteem. Users can choose one of eight feel-good phrases from the box and ask Dove to put them instead of offensive ads about the need to lose weight, lift or enlarge breasts, work out for a better shape, etc. Users are able to create alternative inspirational messages in colorful frames, thus moving the depressing ads from the others’ page. Dove is also planning to make the Ad Makeover available to more countries.
According to Campaignbrief, “Dove is covering the cost to help spread all positive beauty messages created,” A Facebook spokesperson commented to Ad Age that the application works in the following way: “Users who opt into the app can create their own uplifting images, for which Dove would then essentially purchase ad space for, thus leaving less room for others who have less encouraging messages for your body—or for any other advertiser, for that matter. The app doesn’t actually replace ads, as suggested in the video, and users can’t select which women will see the ad. The targeting works the way any other ad would.”