Dove debuts No Digital Distortion Mark
Unilever has begun an international promotion for its Dove brand called the "No Digital Distortion Mark." The initiative features a watermark that will appear on images of women used in Dove promotional content to indicate that they have not been digitally altered. The mark will be used on print, digital and social media materials globally. According to the company, the effort is intended to show "accurate and genuine portrayals of people as they appear in real life." The initiative is part of the brand's ongoing "Dove Self-Esteem Project" campaign, which began in 2004.
"Last year, we pledged to use images with zero digital distortion," said Dove global vice-president Sophie Galvani. "This year, we want to go one step further and give women a tool to help them understand what is real and what isn't. The mark will help women identify reality and relieve some of the pressure to look a certain way, which is why we have created a new film which reveals the extent of digital distortions and manipulations that takes place in media and advertising and brings to life the issue that women experience. We are hoping more brands join us in this movement, as this commitment needs to be widespread."