My Favorite Campaign

After four years of studying public relations, I have researched my fair share of communications campaigns. My favorite one, though, I stumbled upon while watching TV one night. The commercial is about a young girl and a series of media images designed to create insecurities. The commercial closes by saying, "Talk to your daughter before the beauty industry does" followed by a call to action to visit Dove's self-esteem programs on their website. There have only been a handful of commercials that have made me stop and think. In my opinion, the goal of any communications campaign is not only to show your client in the most appealing light but also better our society as a whole. Dove's Real Beauty Campaign was groundbreaking at the time it aired. The campaign was not limited to that particular commercial. The fantastic team at Edelman also created many other innovative ads that created awareness for the significant issue all people have with their self-worth and image. Also, Dove created a fund to partner with multiple organizations such as the Boys & Girls Clubs of America, Girl Scouts, and Girls Inc. to form activities with discussions about online bullying and photography projects capturing the beauty girls see in the world around them. This campaign struck me not only as a consumer but as a female, a daughter, a sister, and a friend. This very reason is why I want to be in the communications field. My goal one day is to take something so simple as a body wash and translate that brand to stand for something good and powerful that will bring value to not only the client but also the consumer. For more information about how to get involved with Dove's self-esteem project, visit their website.