Dove decided, therefore, to:

Build a Partnership Rooted in Co-Creation: Shonda Rhimes, American television producer, screenwriter and author, and Dove came together to create Real Beauty Productions and collaborate with real women to bring their personal stories to life.
Give Real Women A Voice: In March 2017, we released an announcement film calling for women to head to DoveRealBeauty.com to share their personal stories that widen the definition of beauty.
Create Real Change: We employed a 100 percent female crew to ensure a real women's perspective shaped each of the three films produced from every angle - in front of and behind the camera.

Between March 2017 and October 2017, Dove engaged Shonda Rhimes’ network of loyal fans, social influencers and women in the entertainment industry to bring the conversation to the forefront. We began with a call for submissions by Shonda Rhimes and Dove on social media; strategically timed to ABC’s #TGIT (Thank God It’s Thursday) lineup, a prime time for engagement with Shonda’s fan base. We previewed the first film to an audience of over 800 digital influencers at the Mom 2.0 Summit and leveraged a keynote address by Julianna Margulies to drive views of the film the following week. We rooted work within the media industry by partnering with insiders, including the film’s director, Liz Garbus and 2017 Emmy nominees, Samira Wiley and Uzo Aduba, for a paid social play leveraging original quotes driving the conversation to inclusivity. Finally, we aired a 60 second TV spot during the Emmys to celebrate female storytelling.

WORK

Adobe

Make the Cut

Dove

Dove Real Beauty Productions

Mars Wrigley Confectionery

Extra Care Box

Newell Brands

Crock-Pot® Killed Jack

SAMSUNG

Microscope

LEGO

Imagination Engine Chatbot

UNICEF Sweden

Violence of Reality

Unilever

Einstein’s Blocks