Dove hired actress Paolla Oliveira for an action that aims to minimize content that reinforces a beauty standard on social networks, in order to make the digital environment more positive.
The initiative is part of the “Feed Without Standards” campaign, created by Soko, which aims to raise awareness of the problems of static pressure, inviting the public and opinion makers to raise a conversation on the subject.
In addition to Paolla, the brand also has a team of influencers made up of names like Astrid Fontenelle, Dora Figueiredo, Mariana Mendes, Dandara Pagu and Anglica Silva, who will sign the contract and reinforce the message on their social networks.
“For a campaign that addresses such an urgent and relevant cause, we used our Influence Intelligence to bring names that could personify the alarming research data and that had the potential to further amplify this conversation in multiple channels, in order to reach different agents. capable of promoting reflection and transformation on the subject”, said Fabola Ribeiro, Broadcaster Leader at SOKO.
The initiative marks the continuation of a campaign presented by the brand last month. In the film, Dove told the true story of the growth and development of a girl, Mary, and the health consequences of the constant static pressure she received over the years through social media.
To highlight the importance of the topic, Dove also launched a petition to gather signatures and, thus, reinforce the urgency of the agenda with the public authorities, with the aim of promoting dialogue and finding ways to improve practices in the digital environment.
“Our intention is to use our reach to give more visibility to the subject, which increasingly affects young people, and to stimulate conversations, with the participation of public bodies and stakeholders, that can change this scenario. By inviting celebrities and influencers to join this movement With us, we are working to change the beauty references of girls and women and, thus, transform appearance into a source of confidence and not of anxiety”, said Paula Paiva, digital leader for Dove in Brazil.
