Dove and Twitter are teaming up for a campaign aimed at curbing negative tweets about body image.
Campaigns promoting online positivity seem to be big lately, with examples from brands such as Coca-Cola and McDonald’s. But Dove’s campaign seems to be more hands-on and issue-specific than those efforts. It’s based on the statistic that over 5 million posted negative tweets about body image last year, and aims to reverse the trend by encouraging women to post something positive instead.
“Ideas and opinions about body image are now fluidly shared every second through social feeds, and sometimes we do not fully realize the resounding impact of the words in even one post,” Jennifer Bremner, director of marketing at Dove, explained to Adweek. “The power to #SpeakBeautiful is in the hands of us all—we can positively change the way future generations express themselves online.”
The social effort is being promoted with a 30-second broadcast ad (featured above), which will run during the red-carpet coverage of the Academy Awards. It begins by sharing the statistic that sparked the campaign before declaring “But it only takes one positive Tweet to start a trend” and ends with the message, “Let’s change the way we talk about beauty on social media.” The effort gels well with Dove’s longstanding “Real Beauty” message, and the ads’ impact should be optimized by its placement during the red-carpet coverage — when a lot of hate typically goes down on social media.