Dove and LOLA MullenLowe create #ItsOnUs, an incentive that infiltrates the casting industry and helps other brands show real beauty in their advertising
Dove has infiltrated international casting calls with real beauty models and a message to encourage inclusion in its latest campaign ‘It’s on Us’. The personal care brand has pledged that if a brand chooses one of their models, they will pay to cover the cost of their appearance fee.
Sophie van Ettinger, Global Vice President at Dove, comments: “For over 60 years, Dove has been taking action to represent real beauty – working to shatter stereotypes. We know from research that if women don’t feel represented, it can hold them back from reaching their full potential. The effects are vast, negatively impacting health, career and relationships. As an actionist brand that continuously challenges narrow beauty ideals, it is our duty to help others to represent all beauty in their advertising.”
“By giving brands and companies the tools to show a more diverse representation of beauty, we are helping to change the way women are represented, which is proven to have a positive impact on how confident women feel in their appearance.”
Dove worked with LOLA MullenLowe and different independent casting agencies to develop this ground breaking challenge. Models across various collectives and backgrounds were hired to participate.
“This project really drove home how difficult it is to promote real beauty in advertising. Even when offering Dove’s real beauty women to brands at no cost at all. Hopefully this campaign will encourage many more to genuinely do something about this problem,” says Tomas Ostiglia, executive creative director, LOLA MullenLowe Madrid.
#ItsOnUs furthers Dove’s commitment to drive change and empower women by striving for an inclusive representation of beauty.