Feeling beautiful is a personal choice. Women should feel empowered to make that choice for themselves, every day. According to a study conducted by Dove, 96% of women said they wouldn’t choose the word “beautiful” to describe themselves, although about 80% said there is something beautiful about them. So Dove created a campaign to empower women to feel beautiful, both inside and out.
This new short film by Dove was created for its #ChooseBeautiful campaign. It encourages women around the world to think about their beauty and reconsider the choices they make about their beauty. The company put up signs that said “beautiful” and “average” above the entryways of shopping centers in five cities — San Francisco, Shanghai, Delhi, London and Sao Paulo — and filmed as completely random women contemplated about which door to enter. What happens in the clip reflects data that shows how the majority of women view their own appearance. A couple of them chose not to even enter the building at all, which I found very interesting. They just turned around, I suppose to find another way into the building.
Dove is working to change women’s perception of themselves and it seems they are on the right track. This campaign has created a lot of discussion, and even some controversy in the media. It’s interesting to hear why these women made the choice they made. Watch the following clip to find out what they said.
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