jacky riegler's List: CAP 220

• Her mission is to inspire women to start loving the hair they have and not compare it to the unattainable images they see in the media and Hollywood.
• Such styling processes used to create glamorous looks for award shows, red carpet events and commercial shoots, are unrealistic for women to achieve every day. However, according to a recent survey(1), nearly 60 percent of women believe that these images in the media set the standard for beautiful hair.
• help build self-esteem in pre-teen/teen members of the Girl Scouts of the USA.
• I believe in the Dove Hair Care message and I am excited to take a stand for real beauty,
• Dove Hair Care will make a donation to help send girls from across the U.S. to self-esteem workshops through uniquely ME!, The Girl Scout/Dove Self-Esteem Fund program.
• global effort designed to widen today's stereotypical view of beauty.
• For every contest entry, a $1.00 donation will be made to support self-esteem workshops for young girls through uniquely ME!, The Girl Scout/Dove Self-Esteem Fund program.
• important part of the Dove effort to build self-esteem. Since the Dove Campaign for Real Beauty was created in 2004, Dove has debunked beauty stereotypes and provoked a global discussion to help change the way society sees beauty
• 86 percent of women say that it is the No. 1 thing they want to change about their hair.
• challenging today's stereotypical view of beauty and inspiring women to take great care of themselves. Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product(2), which includes beauty bars, body washes, face care, anti-perspirant/deodorants, hair care and styling aids.

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• Fresh Takes," a microseries aimed at women in their 20s featuring the new line Dove Go Fresh and starring Grammy-winning artist Alicia Keys.
• reaching young women in other ways with strategic media partnerships with print and online entities, including social networking sites like Facebook.

• Dove Digital Channel, a consumer destination site that brings The Campaign for Real Beauty and the Dove product portfolio to life for visitors
• unified worldwide digital presence designed to be a trusted source for information, education and inspiration.
• directly aligned with the brand mission: to make more women feel beautiful every day by widening today's stereotypical view of beauty and inspiring women to take great care of themselves.
• editorial board of experts, inspirational guest editors and specially selected "ambassadors" all of whom will drive conversation around today's "burning questions" - provocative, timely and relevant topics central to the real beauty debate.
• women will have the opportunity to learn about Dove products through video shorts, op-ed pieces and editorial online.
• Our goal is to become a global leader and a true digital media force by completely redefining the digital experience for women worldwide,"

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• brand's mission to foster positive self-esteem in all young women Dove(R), the global beauty brand, has partnered with The Women, to inspire and educate them about a wider definition of beauty.
• shows the importance of women empowering one another to be their best
• "Seventy percent of women say that having a close circle of friends is important to making a woman feel beautiful(1)," said Kathy O'Brien, Dove Marketing Director.

• creates a new and compelling way of reaching real women and girls, to understand and address the challenges that they face today."
• a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty.
• global study that found that only two percent of women around the world describe themselves as beautiful.
• response to the campaign has been overwhelmingly positive

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• he brand aligned with the Dove Campaign for Real Beauty
• encourage women to question the media's standard for beauty
• Edelman's role on the campaign was to provide marketing communication efforts for the Dove Love Your Hair campaign.
• following objectives for the campaign:

• * Elevate Dove Hair Care awareness through media outreach;

  * Expand reach beyond beauty pages by targeting national entertainment media; and,

  * Drive consumer traffic to the campaign Web site, doveloveyourhair.com.
• "Listening to real women is one of the key pillars
• Dove Hair Care hosted two hair self-esteem workshops in New York called "Girl Talk."
• Here women were encouraged to get involved in this program and create customized Dove Hair Care print ads based on their personal feelings about their own hair.
• Media outreach for the campaign was extensive
• live satellite and radio media tours in key local markets; online engagement programs to interest beauty bloggers about Dove Hair Care; and distribution of a multimedia news release with press materials and AP photographs.
• 603 million media impressions,
• The return on investment was impressive.
• 1,454 broadcast stories on top-ranked stations.
• there was an 89% increase in traffic and, to date, there have been more than 290,000 sample requests on doveloveyourhair.com and 2,568 entries to the online ad contest.
• target audience was women
• Visuals were key in underscoring the campaigns' messages.

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