This video for Dove’s #BeautyIs campaign is an eye opener. Watching it leaves you feeling good about yourself, especially if you’re a woman.
The #BeautyIs campaign addresses the issue of body image and how women look at themselves. Hardly any woman out there is happy or content with the way she looks. Finding the smallest of things to worry about and put themselves down.
Academy Award-winning documentary filmmaker Cynthia Wade collaborated with Sundance Institute to come up with Dove’s new campaign. The campaign uses selfies to reveal how the power to redefine what is beautiful rests within us.
Using selfies an effective tool, the filmmaker celebrates women and their beauty. A selfie – which, if you have not been living under the rock, is a phenomenon that has gripped the internet is a photo taken of oneself by one’s phone. A selfie as an effective tool for empowering girls and women? Who would have thought of it.
The most important think the campaign hit upon was how in most instances the insecurities get passed from mothers to daughters. What better way to deal with it than straight on? The project asked mothers and daughters to get together, take selfies and of course to get over their looks and insecurities.
The mothers and daughters are shown at the beginning of the video discussing what they find lacking in themselves and how the mothers sometimes push their daughters in to doing makeup or taking pains for their looks.
The girls were then taught how the project involving selfies would work. The girls teach their mothers all about the ‘nuances’ of selfie taking. Eventually the selfies are put up for an exhibition where people give anonymous comments on what they find good about the portraits.
“Since we have had this experience together,” said one mother of her daughter,“I’ve realized that she’s fine just the way she is.”
The Unilever brand Dove has spent considerable resources and thought over the last few years, especially 2013 in enabling women to have confidence and pride in their looks. Their "Real Beauty Sketches," from last year is just an example and indeed, this video is just an extension of the earlier project.
Here’s the video: