2011 Platinum PR Awards – Hall of Fame: Edelman/Unilever & Dove


Dove Campaign for Real Beauty

From its launch in 2004, the Dove Campaign for Real Beauty was a newsmaker—and a divisive one at that. Edelman and Unilever sought to create a high profile for the Dove brand by sending a message that beauty is not synonymous with youth and skinniness. In the U.S., Unilever and Edelman put “real” women of different sizes and shapes at the center of the messaging to expand the definition of beauty, inspiring women to discover and enjoy their beauty and instilling the Dove brand with a revolutionary, label-debunking beauty philosophy. The campaign brought women’s self-esteem issues front and center—a by-product of which was a harsh light cast on more traditional beauty product messaging. The Dove Campaign for Real Beauty dared to probe the meaning of beauty and question the veracity of consumer messaging itself. —SG


Back to the 2011 Platinum PR Awards




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.