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  • Dove
  • Dove

Choose Beautiful

Client: Dove
Brand: Dove

Dove believes that all women can choose to feel beautiful - it is a form of personal power and it’s a word that women have the right to embrace.

However, the path towards genuinely seeing oneself as beautiful can be hard for even the most confident.

Dove developed the global #ChooseBeautiful campaign to enable women to take the first step using digital as a means for self-expression. Designed to spark change and convey one simple yet powerful message: feeling beautiful is a personal choice that women should feel empowered to make for themselves everyday.

We turned saddening stats into a motivating movement; using the power of data and digital to help women change the conversation about beauty - and where they fit within it – for themselves and others. Women were invited to share the #ChooseBeautiful hashtag to start a more positive self esteem conversation on social channels.


  • In the first two weeks the short film was viewed more than 100 million times across 70 countries

  • The film also reached over 5.5 billion impressions, 600,000 shares and more than 150,000 social mentions

  • The #ChooseBeautiful Tumblr page was visited more than 4 million times with an average time on site of three minutes

  • But the most heart-warming stat of all was the fact that 600,000 women around the world made their choice. 75% of them chose beautiful.

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