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Appealing To The Masses...

03.02.12 -
Most of us have our favorite commercials, our favorite brands…and of course the things that make us smile. I started to think about advertising and PR campaigns that really spoke to me. Through the years, there have been many that I loved, laughed at or thought were clever. The Gap, Volkswagen, Apple—all of the usual suspects.

The campaign that stands out the most in my mind though is The Dove Real Beauty Campaign. In my research, I discovered that the campaign was inspired by Dove’s 2004 study “The Real Truth of Beauty: A Global Report” that validated that women feel that they are only beautiful if they are young, thin, and blond. The study found that only 2% of women describe themselves as beautiful; and that 81% of women in the US agree that media and advertising set an unrealistic standard of beauty. Dove research further indicated that 91% of women between the ages of 50 - 64 believe it is time for society to change its views on aging and beauty. So…the campaign was born, and continues through today. Real women—with real bodies--are used in Dove’s advertising. I point to this example because I think it has been effective, and because it speaks to me as a woman. I have no empirical evidence or metrics that show that this has been an effective campaign for Dove. I know that it is unique, memorable and positive—and that makes it a great campaign in my eyes.

About Tracy Diina Communications
Tracy Diina Communications provides PR and fundraising support for non-profits and small businesses who need big time results. We provide personal, mission driven attention to your organization, using our experience in issues development, communications and non-profit management. And remember…at Tracy Diina Communications, all work is totally catered to the individual client so once an organization's needs are fully fleshed out, we will determine what package we can create that will be the best fit for you!

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