Give negative advertising a healthy makeover


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Vitals_PositiveWomenIf you’re tired of feeling like you need a makeover thanks to negative advertising — we smell, says deodorant companies; we’re too heavy, says weight-loss pills; we’re too pale, says makeup commercials — then it might be time to make over the message.

And Dove is giving you that opportunity. The company, in honor of International Women’s Day, is relaunching its Ad Makeover campaign in 19 countries. “Women in the United States of America will once again have a voice to fight back against ads about muffin tops and belly bulges, and instead can support positive beauty messaging thanks to the Dove beauty brand,” the company said in a press release.

To participate in the Dove Ad Makeover, log in to your Facebook account and send positive messages to other women through a Facebook application, which can be found at Facebook.com/Dove.

Here’s why the campaign is so important: A Dove global study found that 80% of women agree that every woman has something about her that is beautiful, but do not see their own beauty. “The Dove Ad Makeover will reinforce the beauty women see in others by giving them the opportunity to share positive messages with women beyond their personal network, freeing women from criticizing online ads that chip away at their self-esteem,” the company said.

Dove is using auction-style bidding systems used to purchase ads on websites to increase the number of positive messages women see. Called the Real Beauty Ripple Effect, women (and men) can select from 1-of-8 positive beauty messages to appear in available ad space on Facebook. These messages include “Your birthday suit suits you,” “Everybody is beautiful,” and “The perfect bum is the one you’re sitting on.”

Check out Facebook, Dove.com and youtube.com/Dove to see the ripple effect their beauty message has had. A counter on the Facebook app will track the total number of women who receive positive beauty messages, and Dove will cover the cost.

Other features of the Dove Ad Makeover app are:

  • A notification that an ad story has been published to be posted to a participant’s timeline;
  • Participants can choose keywords that describe other women who should see the ad story; and
  • Participants can opt to send the app to their friends’ timeline.


In addition to Facebook, you can also take to Twitter and tweet @Dove using the hashtag #admakeover to show your support.

The campaign kicked off on International Women’s Day, March 8.