What Do Teenage Girls Think Of #Femvertising?

At Cannes Lions this year, Unilever CMO Keith Weed declared ‘the time is right for us as an industry to challenge and change how we portray gender in our advertising’. His message was backed up by the announcement of the FMCG giant’s UnStereotype initiative, and comes in the wake of a steady rise in empowering portrayals of women in ads. 

Brands like Always and Dove have been leading the charge in recent years, shifting their marketing efforts towards realistic representations of women and highlighting causes that champion gender equality.

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Dove campaign committed to fostering self-esteem among women reaches billions around the world.

Less than a month after launch, the Dove Real Beauty Sketches film became the number one viewed online video ad of all time. The film, which explores how women view their own beauty in contrast to what others see, has been viewed more than 114 million times to surpass all previously recorded video ads, according to the Viral Video Chart reported globally by Unruly*. In addition, Dove Real Beauty Sketches has garnered another 15 million views in China where it just launched. Not only has the film been viewed in record numbers around the world, it is also the most shared video ad in over a year and the third most shared of all time, although closing the gap. Dove Real Beauty Sketches was uploaded in 25 languages to 33 Dove YouTube Channels and has been viewed in over 110 countries.

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