CROS and Dove #ПокажитеНас Joint Project among Effie Russia Awards 2021 Runners-up
Dove, a Unilever brand, became a runner-up of the Effie Russia Awards 2021 in three categories. Judges of the main award in the marketing and advertising industries honored the #ПокажитеНас (#ShowUs) joint project of CROS and Dove with the Silver Grand Prix in the “Seasonal Marketing” category and Bronze Grand Prix in the “Positive Social Contribution” and “Local Marketing” categories.
The #ПокажитеНас (#ShowUs) project was first launched in Russia in 2019 and repeated in 2020. The main idea of the campaign was to free girls and women from beauty stereotypes that limit their personal potential and self-confidence. Dove helped women gain confidence and launched public debate about the perception of female beauty.
The project included 3 200 photo sessions in large Russian cities for women of any age. Participants appeared in their natural look and could show their real beauty. Over 160 000 shots from the photo sessions were broadcasted on digital billboards in Moscow, St Petersburg and Krasnodar. Unilever Russia introduced for its brands obligatory labelling of all static advertising images with the respective information when the pictures of people were altered or retouched with digital tools. A comprehensive campaign, including working with the traditional and social media, as well as engaging activities, allowed to attract public attention to the topic.
“We are glad to have the opportunity to implement such a large-scale and important project together with the Dove team. The number of the awards received confirm its social significance. We hope to have many more interesting and creative projects together with our partner,” CROS Vice President Konstantin Panarin says.
Since 2004, Dove is working on the improvement of the situation with the deflated self-esteem of girls and women. Its main mission is to make personal appearance a source for self-confidence and not worries. In more than 10 years, Dove gained great experience, held several researches, numerous lectures in schools and developed a manual for parents and tutors. Within the #ПокажитеНас (#ShowUs) project, the brand continues various activities in this field, attracting media’s attention to the issue and initiating articles about ways to help young people become more self-confident, to understand one’s own potential and to get the opportunity to fully realize it.
Effie Awards are organized since 1968 in 52 countries on five continents and on the global level. Effie’s mission is to honor the most effective marketing efforts that run across multiple regions worldwide. Effie fosters any forms of marketing communications that help brands gain extraordinary results, and the Effie Grand Prix is a global symbol of success.