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.