Dove continues Have Your Say campaign
Unilever has begun an international campaign in support of its Dove brand that encourages consumers to "call out" media coverage that focuses on the physical appearance of female athletes rather than their athletic achievements.
The campaign makes use of animated billboards in Toronto, New York and Los Angeles that will display video of media commentary from various English-speaking countries that do so. The video will be fed to the displays in real-time by an online aggregator. Consumers who view the material online at <http://www.dove.ca/haveyoursay> will be encouraged to respond to the media outlets in question via Twitter messages.
"We believe that Canadian media overall are much more likely to focus on a female athlete's accomplishments first and foremost, however, globally this is not the trend," said Diane Laberge, marketing director at Unilever Canada. "We cannot continue to ignore this type of commentary, so we are calling out media who choose to focus on a female athlete’s appearance rather than on her athletic achievements."
The initiative also includes the participation of ice dancer Tessa Virtue and model Winnie Harlow who will describe the effect of judgments about physical appearance on their own careers.