Since 2004, Dove has been committed to helping women develop a positive relationship with their appearance through campaigns, activations and projects. Now, the brand joins the Movimento Corpo Livre, an organization that brings together creators and professionals focused on disseminating the discourse of body acceptance and self-esteem to broaden the debate on body standards at the opening of the movement’s first physical space in São Paulo.
“We want to question and propose reflection on the standards through debates and experiences that allow the reconstruction of the collective imagination. We want to bring new questions to the table, which make us reflect on beauty standards, which affect the confidence and self-esteem of thousands of people every day”, comments Paula Paiva, Digital and Media Leader at Dove.
With a project signed by Maurício Arruda, the house will be a safe space for supporters of the cause and will be inaugurated with the event “Movimenta”, a day of activations carried out with the support of Dove. The brand will provide experiences with the objective of opening space for new discussions about free body and self-love and, also, to question established standards and acceptance through the eyes of the other.
“After a long time at home, we will have a safe space to enjoy our bodies free and move them with lots of love and energy. This partnership with Dove comes to show that the market is interested in being diverse and that your body can, my body can, our body can do whatever it wants”, says Alexandra Gurgel, founder of Movimento Corpo Livre, complemented by Beta Boechat, co- founder of the movement. “One of our lessons learned from these 7 years of work is the fact that Corpo Livre saves and transforms lives. Seeing a company like Dove, which is a pioneer in guiding the debate on body acceptance, enter with us in this new phase of MCL is fundamental for this transformation to reach more and more people”.
Dove has prepared 3 special activations for the opening of Casa Corpo Livre:
Talk Dove: Conversation circle mediated by Alexandra Gurgel with the theme “How the other’s gaze impacts the way we see ourselves”, in which a team of diverse women with different backgrounds discuss how external aesthetic judgments affect people’s perception of self-image. The chat will feature Dani Rudz, Magô Tonhon, Lelê Martins and Juliana Andrade.
Exposure: Dove and photographer Milena Paulina promote the exhibition “For a look without standards”, which brings the representation of different bodies as a means of illuminating and giving space to bodies marginalized by society.
Pop Up Studio: With a keen eye for the theme, the artist will also command a pop-up photographic studio at the event so that guests have an individual and immersive experience as they are portrayed experiencing a moment of connection with their bodies.
With the support of Dove, “Movimenta” will take place on November 12 and will be attended by 30 followers of Movimento Corpo Livre, selected from over 500 subscribers. The purpose of the event is to guide the participant on a journey of acceptance and empowerment of body, mind and self-esteem. At the end, there will be a happy hour opening the doors for guests, a DJ set and a special pocket show with singer Kynnie.
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