Understanding that a woman’s self-esteem can suffer after giving birth, Mother’s Day was an opportunity for DOVE® to continue and showcase its Campaign for Real Beauty.
Both the radio and film capture, over the course of a day, how a mother uses her body to love, tend and care for her children – it is both extraordinary and life affirming. The subtle message is an important one, suggesting that we appreciate just how magical a mother’s body is and what it enables women to do—by creating and sustaining a whole new generation. The campaign assets acknowledge the everyday details of motherhood whilst simultaneously celebrating a woman’s body for all its authentic beauty.
DOVE® is synonymous with skin care and real women. So it is hard to imagine a more perfect film for the brand.
The film is based on and features the words of a poem, ‘A Mothers Body’, written and spoken by English beat poet Hollie McNish. The poem was adapted for the screen, after originally being produced as an award-winning radio spot.
Our communications for DOVE®’s Campaign for Real Beauty have been running for over 12 years and has generated over 34.5 billion global impressions and value to the tune of 210 million 30” spots in earned media. Most importantly, it makes women the world over feel better about themselves. We can’t put a value on that.