Signed by Soko, the campaign aims to broaden the debate, raise awareness and generate reflection on the topic inside and outside the country
80% of Brazilian women feel uncomfortable and disrespected by the stereotypes created by people around the world about their bodies. This is the data collected by a survey by Dove, which used the information to present its new campaign, #ReaisMulheresBrasileiras.
The play was created to question the image that foreigners have of Brazilian women, which is constantly sexualized and reduced to their appearance, in addition to having the objective of expanding the debate, raising awareness and generating reflection on the topic inside and outside the country.
Created by Soko, the action began during Carnival and posed questions and provocations related to the theme spread across spaces such as companies, airports and strategic points, in different languages, in the city of Rio de Janeiro.
“The data perceived in the research points to an alarming scenario that directly dialogues with everything that Dove has been building for decades. Our objective with the campaign is to propose a provocative reflection on this objectification, especially in summer and carnival, as it is a time when women’s bodies are more exposed to the pressures of society. This is how Dove seeks to contribute to the construction of a world where beauty stops being a source of anxiety and becomes an inexhaustible source of happiness and confidence, said Andreza Graner, Director of Dove Marketing.
To spread the message, the brand also has names like Fernanda Paes Leme, Astrid Fontenelle and Dani Rudz to show how stereotypes impact them on a daily basis. In addition to them, Rafa Brites and Letticia Munniz also took to the streets to understand the public’s opinion and show in practice how an unrealistic standard can harm the self-esteem of girls and women in the country.
“Here in Brazil, Carnival is a time when the world is looking at women, so we decided to use the strength of our brand to propose a courageous campaign that questions the behavior that oppresses the bodies of women in our country. More Once again, Dove reinforces its brand purpose, to repopulate imaginaries and continue contributing to the transformation of the social structures that shape our culture, added Marianna Ferraz, Marketing Manager at Dove.
The campaign’s OOH pieces are available at Santos Dumont Airport, Rio Galeo Airport, Copacabana and Av. Conde do Bomfim.
We have significant data that 80% of Brazilian women want to free themselves from the stereotype that reduces us to a limited vision and, when we talk about the objectification of our bodies, we also talk about self-esteem. Dove targeting the main message of its campaign to those who replicate this vision is a way of questioning the root of the issue, without having to hold women responsible for a problem for which they are not to blame”, concluded Andy Dutra, Creative Leader at Soko.
