#SHOWUS PROJECT BY CROS SHORTLISTED FOR EFFIE AWARDS RUSSIA 2021 IN THREE NOMINATIONS
CROS will compete for the victory in three nominations of the main international marketing and communications award Effie with the important social project #ShowUs (#ПокажитеНас) that promotes natural, unedited images of women in the media and advertising. In this project, Dove and CROS invited the industry to use photographs of real women created as part of the #ShowUs project, so that the media, together with opinion leaders, support diversity in the perception of female beauty, images and lifestyles without retouching and filters.
The aim of the #ShowUs project was to change the beauty stereotype – to show women as they are in real life, and not as others want them to be. Exemplifying with its own experience, the Dove brand appealed to other companies to be more responsible and transparent, as they can reduce the unnecessary pressure and have a positive impact on the lives of young girls.
With offline and online events for women and public discussions about the value of beauty diversity, the campaign helped thousands of young people to understand what is real and what is not.
The project achieved the maximum level of users’ loyalty – 97% of articles and posts had a positive or neutral tone of voice. And Dove’s media index rose by 42% compared to 2019.
More details at https://effie.ru/award/shortlist/ (in Russian)