Did the Campaign for Real Beauty worked?

Last August 21, 2005, I made a blog post about Dove's Campaign for Real Beauty and expressed my support and ideas then. Lately, I found this article as how Dove used this sensitive and politically charged campaign on women's concern and made me reflect on whether the campaign fulfilled its bigger purpose or will it ever do it?

Looking at the reactions and all, I must admit that it made women discuss the concerns. Dove's campaign on this topic was also stepped up as it showed images of young girls who think that they are not pretty or good enough. Forgive me for saying this but at times I feel that the company went overboard on exploiting women's concern.

The campaign for real beauty, in order to really make it work, needs to be directed as well to the greater population, including men and traditional media giants. Just look at your favorite TV programs, all you could see are pretty and seductive hosts. Observe childrens' programs running on these popular channels, even the female cartoon characters are too conscious on their looks, skin, weight, and these are realities that need to be dealt with.

Instead of anchoring on the definition of what is beautiful and changing our perception on whether we are pretty or not, regardless of imperfections, Dove will be better of putting its funds on programs that would alleviate poverty, get more kids to school, provide health care access, among others. At first, yes, the whole campaign for real beauty has novelty in it. But as to how it is turning out now, c'mon, there are bigger issues that needs to be addressed that is beyond beauty.

JOIN THE BEAUTY DEBATE!

For the first time, an interactive billboard standing in Edsa Guadalupe serves as a public forum for Filipinos to debate on “What is beautiful?”. The billboard also features a running tally of the votes and the advocacy campaign’s URL, http://www.campaignforrealbeauty.ph/.

Dove encourages consumers to use their mobile phones to vote directly to the billboard and the percentage of the votes actually appear on the billboard itself, with the technology called “SMS cross carrier” polling consumers nationwide and making their vote count.

The huge billboard, which stands one hundred and sixty feet high and one hundred and sixty feet along Edsa Guadalupe depicts an image of Australian Kristina Vrick, asking consumers to decide if she is “Extra-Large?” or “Extra-Sexy?”, as the billboard provokes the thought “Will more curves actually make you more attractive?”. In the ocean of billboards along Edsa that stars tall, slim and fair models, this Dove billboard indeed stands out from it all, in size and in thought.

The interactive billboard is part of beauty brand Dove’s global Campaign for Real Beauty, which challenges the stereotypical view of beauty. Kristina’s picture is one of four provocative images included in the global advertising campaign intended to serve as a catalyst for widening the definition and discussion of beauty. Other billboards depicting women of diverse beauty, likewise challenging the narrow, stifling definition of beauty are located along the South Luzon Expressway, Metro Walk in Ortigas and in North Edsa, all calling in Filipinos to debate!

Everyone can text in their vote thru SMS by sending in Dove I vote to 3993 or by logging on to http://www.campaignforrealbeauty.ph/. Make a stand and voice out your opinion.

Bloggers, on the other hand, can also start arguing the issue in their respective blogs which I intend to do here.

1. Is hair length a true measure of beauty?

No, it is how you carry it. What you are and how you feel affects your aura. A person with a beautiful aura radiates beauty that is not seen in the eye but felt by the people you interact with.

I used to have a very long hair and this made me easy to remember when I was lobbying for the E-Commerce Law then. Late 2000, I decided to cut it and that happened in Vidal Sassoon in San Francisco. As I returned to Manila, friends and relatives were shocked but said that I looked even better.

2. Will more curves actually make you more attractive?

For getting a one night stand date, maybe yes. But for serious relationship, it is not. I agree that women should work hard to stay fit but do so because you want to protect your health and live longer.

Being overweight can bring you harm, but not eating enough can make you vulnerable to other sickness. Over-exercising without proper diet may result to osteoporosis.

3. Does age matter in determining beauty?

No. The beauty inside a person is more important than what one can see outside, regardless of age.

4. Does skin have to be flawless to be beautiful?

No. Natural spots are ok. Just keeping a clean face is enough.