Context
Dove is a brand that has always defended the real beauty, self-esteem and the fight against aesthetic pressures. Every Dove consumer is encouraged to love themselves first. The products are just one more element to reinforce confidence in people who already believe in themselves.
Insight
We used a date known in Brazil as Kindness Day to spread messages of affection through the homes of women with bodies and skin types different from those imposed by the beauty industry. Yes, the messages were literally delivered with the help of one of the largest delivery company in .
Research
Women have always suffered from aesthetic pressure. But our research has shown that the internet has increased hate speech against them. Whether through the formation of extremist bubbles or the possibility of attacking under the shield of anonymity.
As a result, women's mental health has suffered a significant impact in this digital age.
So, it made sense to use a digital delivery tool to distribute affection, instead of hate.
