Dove camera shy video aims to reveal universal truth about women

Dove has followed-up its lauded “Real Beauty Sketches” viral with a video to highlight why women shy away from cameras and their own beauty.

https://www.youtube.com/watch?v=SPFsa6FLvlg

The video, launched on Facebook and Twitter today (9 July), compares older women hiding away from cameras to little girls posing and giggling in front of them. Dove says the ad aims to highlight how digital photography is making women feel more anxious about their looks the older they get.

It follows research, Dove carried out, that revealed nine out of 10 women in the UK admit they are camera shy, claiming they often feel self-conscious about having their photograph taken because they do not feel beautiful.

Lucy Attley, brand director at Dove UK & Ireland, says: “Dove wants to help women to recapture the feeling they had when they were young and fearless in front of the camera, embrace their own beauty without reservation and pass those lessons on to a girl in her life.

“Dove believes that encouraging women and the next generation to develop a positive relationship with beauty can help raise their self-esteem and thereby help them reach their full potential.”

The short film, the latest in the brand’s self-esteem strategy, will be supported with PR, digital and social media activity. Dove claims it has reached 11 million people through the strategy and plans to reach 15 million by the end of 2015.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here