UNILEVER BEGINS DOVE REAL BEAUTY CAMPAIGN
By Adnews Staff
Unilever Canada has begun a campaign for Dove soap called the "Campaign for Real Beauty." According to the company, the campaign is the result of a study that found only two percent of women consider themselves beautiful. The campaign will use advertising, a Web site and events to, according to the company, "encourage debate about beauty and achieve the ultimate goal of broadening the definition of beauty for women." The first phase of the campaign will begin on Sunday with a billboard advertising campaign. Each ad will display the image of a women and a question. One ad will depict a 95-year-old woman and the copy, "Withered or Wonderful?" Another ad will show a curvaceous woman and the text, "Fat or Fab?" The billboards will run in Toronto, Montreal, Vancouver and Calgary. A Web site at <http://www.campaignforrealbeauty.com> will debut on Sunday. The site will host a discussion about beauty for women. The advertising was created by Ogilvy & Mather. Media planning and buying are being handled by PHD Canada. Public relations are being provided by Harbinger. All of these firms are based in Toronto.