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The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 that includes advertisements, video, workshops, sleepover events and the publication of a book and the production of a play. The aim of the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves. Dove's partners in the effort include such marketing and communications agencies as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada) along with other specialized consultants. Part of the overall project was the "Evolution" campaign. ==Campaign== The Dove Real Beauty was conceived in 2004 during a 3 year strategic research. The creative was created by Ogilvy & Mather Düsseldorf and London.〔〔http://adage.com/lp/top15/#truth〕 The research created a new advertising strategy, created by Joah Santos, which lead to the top 3 Campaigns of the Century by AdAge. The strategy discarded the brand essence ladder typically used by Unilever and called for a mission strategy "To make women feel comfortable in the skin they are in, to create a world where beauty is a source of confidence and not anxiety." All campaigns for Dove Real Beauty need then to follow the mission set forth, each with their own insight. The initial campaign insight was an indicatation that only 2% of women consider themselves beautiful. It was created by Ogilvy & Mather Düsseldorf and London.〔 The first stage of the campaign centered on a series of billboard advertisements, initially put up in Germany and United Kingdom, and later worldwide. The spots showcased photographs of regular women (in place of professional models), taken by noted portrait photographer Rankin.〔.〕 The ads invited passers-by to vote on whether a particular model was, for example, "Fat or Fab" or "Wrinkled or Wonderful", with the results of the votes dynamically updated and displayed on the billboard itself.〔.〕 Accompanying the billboard advertisements was the publication of the "Dove Report", a corporate study which Unilever intended to "() a new definition of beauty () will free women from self-doubt and encourage them to embrace their real beauty."〔.〕 The series received significant media coverage from talk shows, women's magazines, and mainstream news broadcasts and publications,〔.〕 generating media exposure which Unilever has estimated to be worth more than 30 times the paid-for media space.〔.〕 Following this success, the campaign expanded into other media, with a series of television spots (''Flip Your Wigs'' and the ''Pro-Age'' series, among others) and print advertisements ("Tested on Real Curves"), culminating in the 2006 ''Little Girls'' global campaign, which featured regional versions of the same advertisement in both print and screen,〔(U.S. ) and (Filipino ) versions, for example.〕 for which Unilever purchased a 30-second spot in the commercial break during Super Bowl XL at an estimated cost of US$2.5M.〔.〕 In 2006, Ogilvy & Mather were seeking to extend the campaign further, by creating one or more viral videos to host on the Campaign for Real Beauty website. The first of these, ''Daughters,'' was an interview-style piece intended to show how mothers and daughters related to issues surrounding the modern perception of beauty and the beauty industry. The film, ''Daughters'', touches upon the self-esteem issues found in many young girls today. Dove's Self-Esteem Fund supports their campaign by using statistics that demonstrate how young women and girls are more apt to have distorted views of beauty. It was during the production of ''Daughters'' that a series of short films entitled "Beauty Crackdown" was pitched to Unilever as an "activation idea."〔(【引用サイトリンク】title= Making Of: ''Evolution'' ).〕〔.〕 The concept was one that art director Tim Piper, who proposed to create ''Evolution'' with the budget left over from ''Daughters'' (C$135,000), pushed. It was originally intended to get people to the Campaign for Real Beauty website to see ''Daughters'', and to participate in the workshops featured on the site.〔 After ''Evolution'', Ogilvy produced ''Onslaught'' and ''Amy''. In April 2013, a video titled ''Dove Real Beauty Sketches'' was released as part of the campaign, created by Hugo Veiga. It went viral attracting strong reactions from the public and media.〔 In the video, several women describe themselves to a forensic sketch artist who cannot see his subjects. The same women are then described by strangers whom they met the previous day. The sketches are compared, with the stranger's image invariably being both more flattering and more accurate. The differences create strong reactions when shown to the women.〔 In October 2013, ''Free Being Me'', a collaboration between Dove and the World Association of Girl Guides and Girl Scouts was launched, with the aim of increasing "self-esteem and body confidence" in girls. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Dove Campaign for Real Beauty」の詳細全文を読む スポンサード リンク
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