Diversity, Equity and Inclusion

How Dove Used Its Own Money to Bring More Diversity to Other Brands' Marketing

The beauty brand creatively infiltrated casting efforts

Dove — Magnum, Krispy Kreme, Cif and Nedbank took Dove's challenge to cast diverse models. Dove

By Shannon Miller

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In 2019, Dove teamed up with Getty Images for #ShowUs, an initiative that addressed the need for more inclusion in stock photo collections. While that particular movement has grown over the years, recent studies show that as of 2021, 70% of women still do not feel represented in media and advertising.

To take its advocacy a step further, Dove recently partnered with agency LOLA MullenLowe Madrid for an international initiative titled “It’s on Us.” For this, the beauty tentpole infiltrated global casting calls and made an offer that brands shouldn’t refuse: If a casting director chose anyone from its diverse pool of models, Dove would pay the talent’s appearance fee.

Shannon Miller

Shannon Miller is Adweek's managing editor of creativity, the creator economy and DEI.

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