Dove’s New PR Campaign Aims To Change Women’s Image In Media
Dove Denmark found a back door to one of the biggest stock sites in the world, Shutterstock, which allows them to upload any image and tag it as they see fit. Using this to their benefit, they completely changed certain search results like “beautiful woman”, to results of multifaceted women.
Dove wanted brands to join the mission too. So they ran ads that targeted advertisers and agencies, encouraging them to take part in the change.
The campaign case study states:
“When 68% of all women can’t identify themselves with the images they see in advertising, it’s time for change. By hacking the industry from the inside, we can hack women’s self image. This is called image_hack”