Unilever: Dove South Africa | 'Dove It's on Us' (2021)
https://www.youtube.com/embed/imUgRI3ZNcY
Press: "But we couldn’t stop there. Next, we took further action to shatter beauty stereotypes in South Africa through It’s On Us. We decided to hack the advertising industry – from the inside – infiltrating international casting calls with real beauty models from Project #ShowUs. Each of them had a simple message to encourage inclusion – 'If you choose me, and show me as I really am, Dove will cover the cost of my appearance fee'. It’s on Us. Why? Because real beauty deserves to be seen and celebrated in the media, advertising and all areas of life. Now, we’re calling on other brands to help us increase the presence of real beauty in their advertising through their campaigns. Sophie van Ettinger, our Global Vice President says: 'For over 60 years, Dove has been taking action to represent real beauty – working to shatter stereotypes. We know from research that if women don’t feel represented, it can hold them back from reaching their full potential." https://www.adsoftheworld.com/campaigns/it-s-on-us Press: "More broadly, parent company Unilever has made social inequality a bigger priority, along with fighting climate change. As part of the effort, Unilever in January pledged to feature more diverse groups in its advertising, not only in front of the camera, but also with the agencies and producers it hires. The effort includes boosting spending on suppliers owned or operated by people from underrepresented groups" (Williams, R. (2021). https://www.marketingdive.com/news/dove-offers-to-pay-other-brands-to-diversify-their-ads/597224/ Bibliography: Williams, R. (2021). 'Dove Offers to Pay Other Brands to Diversify Their Ads'. [online] Marketing Dive. Available at: https://www.marketingdive.com/news/dove-offers-to-pay-other-brands-to-diversify-their-ads/597224/ [Accessed 6 Feb. 2026].
