How easy is it to #ChooseBeautiful?
Dove’s latest marketing campaign geared towards empowering the female self image asks women in five major cities how they feel about themselves by forcing them to make one simple decision.
The company placed signs that read “beautiful” and “average” above the entryways to shopping centers located in San Francisco, Shanghai, Delhi, London and Sao Paulo, and recorded women’s reactions as they made their way through one entrance or the other. Of course, the basic choice is fraught with larger implications. Some women walked head bowed through one doorway, others skipped through the other, and many looked petrified to even be faced with the decision. One of the more interesting moments even featured a line of 6 or 7 women following one another through the “average” door.
After they chose one entrance or the other, the women discussed their decision with the camera. One American woman discussed her thought process as she approached the threshold, “Am I choosing because of what’s constantly bombarded at me and what I’m being told that I should accept? Or am I choosing because that’s what I really believe?”
In coordination with the campaign Dove conducted surveys asking 6,400 women between 18 and 64 in 20 different countries around the world about their self image. Amazingly, 96% of women said that they wouldn’t categorize themselves as beautiful, but 80% of the same women did say that they believed there was something beautiful about them. Why is it that women are so able to recognize beauty in other people, but find it difficult to choose it for themselves?
“Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves,” the company said in a statement about the campaign. “Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”
This beautiful video reminds us all that we’re more than “average.” Which door would you choose?