Dove

Dove #ShowUs & Alyona Alyona

Goal:
The Dove #ShowUs project aimed to provide Ukrainians with a more inclusive vision of beauty by showcasing real women and the diversity of beauty without stereotypes or templates.

Project Idea:
Ukrainian rap star alyona alyona wrote a song and created a music video highlighting the issue of women’s self-perception and emphasizing the diversity of beauty.

Media:
A comprehensive 360° campaign across digital, radio, outdoor advertising, PR, and influencer engagement. Opinion leaders encouraged women to post unretouched photos with the project hashtag and use the Instagram filter “ShowUs frame.”

Women who posted Instagram stories with the ShowUs frame could see their photos displayed on the largest digital screen in the country.

Period: March – July 2021
Reach: 92% of the target audience