Recent research revealed that only 4% of women would choose the word beautiful to describe themselves. Ogilvy and Dove wanted to change that, and came together to make Dove matter in joining the conversation on women’s beauty.

Embarking on a journey to San Francisco, Shanghai, Delhi, London, and Sao Paulo, we filmed women making a conscious, public decision, ‘Beautiful’ or ‘Average’?

Observing and interviewing women about their choice, Dove began to change the conversation.


Online, we gave women a forum to choose their own definition of beauty. Every woman who chose beautiful after watching the film drove a global counter on Tumblr up. As the debate and conversation escalated, Dove released their first set of self-esteem resources for women.  Authored by Dr. Nancy Etcoff and Dr. Tara Cousineau the tools are housed on the Choose Beautiful Tumblr site.

The results are unprecedented.  In the first two weeks the short film was viewed more than 100 million times across 70 countries. More than 600,000 women around the world made their choice.  And the results are astonishingly positive: 75% chose beautiful. The campaign successfully continued the conversation on beauty by encouraging women to reconsider the choices they make about their appearance and how those choices make them feel. Women all around the world felt empowered to recognize their beauty, and Dove turned an inspirational social experiment into a global movement.