27 September

The joint project #ShowUs (#ПокажитеНас) by Dove and CROS was shortlisted among the best projects at the PROBA Awards in the "Media & Social Media" nomination.

The campaign was aimed at improving self-esteem of women and girls, as well as fighting beauty stereotypes in the media and ads. Beauty can be different! In order to prove this, Dove, with the help of CROS, launched a discussion in the information space about the diversity of female images, and held 3200 real-life photo sessions of girls and women of all ages. Their photos were broadcast on major digital billboards in Moscow, St. Petersburg and Krasnodar. In addition to that, Dove launched a public petition to tag digitally retouched photographs. It was signed by over 18 000 people, and supported by Unilever brands and Glamor magazine.

We have attracted public attention to the issue with a slick and creative approach, and using engaging activities. The campaign strategies and tools allowed for high coverage in the traditional and social media.

Konstantin Panarin, CROS Vice-President, attended the PROBA Awards ceremony.