PR Practice: Dove campaign presents ‘Tick Box’ messages

June 9th, 2013, By Kylee Plummer

In September of 2004, Dove’s Campaign for Real Beauty presented, ‘Tick Box,’ a series of non-product opinion ads. In the ads, Dove encouraged women to participate in the campaign by giving their opinions with questions such as “wrinkled or wonderful,” “44 and hot or 44 and not” and “fat or fit.”

The campaign aimed to target women and girls to celebrate their natural beauty, which included:

  • Print ads
  • Outdoor billboards
  • Online websites
  • Public figure support

The tick box campaign reached 17 countries, and PR was used to encourage major brands and influences to join the cause.

Wppd Cream 2007 found that the results included 1.5 million visits to the Campaign for Real Beauty website generated in 2005. The print and billboard ads received 65% recognition.

 

“We wanted to invite women (and men) to participate in a discussion about beauty and what defined beauty in today’s modern world,” says Supattra Paopiamsap, Unilever’s Home and Personal Care Division Marketing Director. “ The Campaign for Real Beauty was born and with it came huge PR efforts.

PR was practiced through different methods of communication. Dove used public figures, such as Oprah, to speak on behalf of the campaign and reach audiences in different forms in the media. They were able to create a connection with their audience by inviting them to participate in their cause with tick boxes.

In this example, the PR strategy used in the tick box campaign was the action assembly theory. The action assembly theory helps us to understand the link between our audience’s cognitive thoughts and their behaviors.

A blog post from prgroup13.wordpress.com explained that the company, in this case was Dove, must figure out:

  • Who its target audience is
  • Find out what they are thinking
  • Discover the behavior tendencies of that specific audience

The behavior tendencies resulting from the theory can be seen as a prediction for how audiences will react to the company’s campaigning strategies. In relation to the action assembly theory, the Tick Box campaign aimed to find out the opinions of the audience as well as their reaction to the ads.

 

The PR efforts for the campaign worked well because women agreed with the principles of Dove and felt a strong sense of connection to the main idea that no matter your appearance, size, shape or age- all women are beautiful. This generated a positive reaction for Dove and their campaign.

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