ABSTRACT
This chapter shows how a corporation is changing conversations, attitudes and behaviours, as well as the social and media environment, by putting the might of its marketing behind a social purpose. Unilever’s Dove, a multi-product brand best known for its non-soap beauty bar, has worked to redefine beauty and help millions of girls and women, and those who identify with women, become comfortable with their own bodies. Dove’s experience demonstrates the power of brands on a mission. Dove worked with Steven Universe, a popular series on Cartoon Network. The series ran six 60-second animations on body image, supplemented by downloadable comic books and workshops for 7 to 10-year-olds. The cartoon content was tested and proven to make an immediate positive impact on body satisfaction and other key body image indicators – a huge finding for the body image and mental health field of study.
