Dove is also on the side of helping overcome the world’s new view of edited beauty. In 2004, they launched a worldwide campaign called the ‘Real Beauty’ campaign. This campaign was in response to the research that showed only 4% of women considered themselves beautiful. The campaign’s goal is the ‘create a world where beauty is a source of confidence not anxiety’. They began the campaign with billboards which featured real women and read ‘Fat or Fab’ and ‘Wrinkled or Wonderful’.
Dove then created a video which quickly turned viral. The video entitled ‘Dove Evolution’, showed a model and the journey her image went through before it was put as a billboard advertisement. Dove also created sketches in which they had women describe themselves to a blind artist who drew their portrait, the women were then described by strangers to the artist. This campaign showed that women should think of themselves as being beautiful more as the portraits from the strangers view were much more flattering.
Another project that Dove has created is the ‘Self Esteem’ project. This project was set up in the form of a website in which dove say “Our mission is to improve the self-esteem of more than 15 million girls and young women by 2015. Everything in this website is designed to help girls overcome beauty-related anxieties that stop them from being happy and confident enough to reach their full, amazing potential.” Their website helps to teach girls how to be self-confident no matter how they look or what they weigh. Dove also speaks out about the role of media and how to help sort the real reality and beauty from the hyper reality and beauty. Dove realize that the world we live in is full of airbrushed images and their aim is the fix the unrealistic ideals that Photoshop has given to the world.