#dovespeakbeautiful

Dove, a strong advocate for promoting a healthy body image, is taking their #SpeakBeautiful marketing campaign to another level. Last year, Dove introduced their #SpeakBeautiful campaign in honor of the 87th Academy Award Ceremony. This year, Dove is taking this campaign further.

In 2014, women posted more than 5 million negative tweets about beauty and body image (their own or someone else's). Dove’s goal was to change this ratio by encouraging women to post tweets supporting a healthy body image the day of the Oscars.

“It only takes one positive tweet to start a trend.”

This is Dove’s Video from their last years campaign:

| Dove #SpeakBeautiful | Let’s Make Social Media A More Positive Place |

Dove’s #SpeakBeautiful domino effect strategy successfully encouraged women to share positive tweets in support of their cause. But this campaign was not designed just for the day of the 2015 Oscars to prevent ‘bullying’ the nominated actors and actresses. Dove decided to launch this campaign last Oscar ceremony because what a better day than one of the biggest nights of the year where Hollywood stars will be strutting down the red carpet with millions of viewers eyeballing every move, every word, and everything they wear?….

Instead of commenting about what you don’t like about them… Why not spread some positive energy toward our nominees? Dove completed the night with more than 51,000 tweets using #SpeakBeautiful along with 46,000 responses and largely contributing toward the decrease in the amount of negative beauty tweets.

Feeding off of last year’s Oscar night success, earlier this week Dove introduced their new Twitter campaign the ‘#SpeakBeautiful Effect.’ Dove has now teamed up with Twitter for this campaign to monitor tweets using a technological tool to identify negative and hateful words within tweets. The tweet analysis will also measure the number of positive beauty words are being used by users who have signed up.

Whether the user is talking negatively about others or themselves in their tweets, Dove will respond with non-automated responses giving personalized advice to promote a more positive and respectful way of speaking about others and themselves on social media. Social media and self-esteem experts will be working with Dove and Twitter to empower women to use language that promotes “confidence, optimism, and kindness” on social media.

Dove is marketing users to join their #SpeakBeautiful Effect campaign. This is how you enter:

You must retweet Dove’s call to action video for their #SpeakBeautiful Effect found on their official Dove Twitter account

Dove will conduct a tweet analysis that will measure whether you are using positive or negative language in your tweets

You will receive your results in mid-March!

| The Dove #SpeakBeautiful Effect | See The Impact Of Your Words Online |

This mini challenge will allow people to gain perspective on how influential their words can really be, especially when they are sent out into the social media universe. Sarah Conley, a plus-sized fashion blogger comments on MIMI Chatter in regards to Dove’s ultimate goal with the new branch to their campaign:

“I believe it's important to understand how the messages we put out affect ourselves and others. Words have power, and if we start to speak more positivity about ourselves in our online communities, we have the ability to impact the broader conversation about beauty, both online and in real life."

| Tweet Analysis from Friday evening, February 27th | Two Days after Dove’s call to action | Source: ShortyAwards.com |

Most often while watching a televised event such as the Oscars this Sunday, people not only harsh critics toward the ceremony guests’ appearances, but also comparing themselves to them. Triggering a negative self-image mindset such as, “She’s so thin, I WISH I had her body.” Or “All of these women are so beautiful, I feel so ugly.” Those are just some examples of typical/ hypothetical tweets that people post which may not offend another person directly, but hurt their own self-confidence.

These are a couple of tweets Dove has responded to. Just reading these brought tears to my eyes just to think that people can allow themselves to feel so negatively about themselves. We are all beautiful… Dove is just trying to remind us.

Stats that continue to inspire Dove’s goals towards making social media a positive place for self confidence and empowerment: 

8 out of 10 women encounter negative comments on social media that critique women's looks

Women are 50% more likely to say something negative about themselves than positive on social media

82% of women surveyed feel the beauty standards set by social media are unrealistic

4 out of every 5 negative tweets Twitter identified about beauty and body image are women talking about themselves

Remember that saying, “If you don’t have anything nice to say, don’t say it at all.” A sentence that rings in the back of my head in my moms voice. Yes, Twitter is a platform where we speak our minds. And yes, you do have the freedom of speech... But Dove is trying to make you to think twice about the impact of your words before you tweet. Because words do hurt. So don't forget… This year Dove will be measuring your tweets! Makes you want to be more nice.. Doesn’t it?

Dove+Twitter: #SpeakBeautiful “Last year women sent over 5 million negative Tweets about beauty and body image. But it only takes one positive Tweet to start a trend. Let’s change the way we talk about beauty on social media. Join Dove and Twitter in a partnership for social change and #SpeakBeautiful. The power is in your hands.”

Dove is the leading brand you think of as a brand that empowers women. In most of their campaigns they express their primary objective as helping women to feel beautiful for who they are. Now with their most recent campaign #SpeakBeautiful, they are teaming up with Twitter to focus on influencing positive conversations and comments on social media.

With over 5 million negative tweets from women about body image within the last year, Dove plans to take on these tweets through positive tweets. Their campaign uses a technology that tracks negative keywords or tones and responds with encouraging comments to inspire positive conversations on Twitter. Intently launched a couple days before the Oscars, Dove hopes to initiate these positive discussions about the Oscars rather than the typical mockery that people and the media tend to place on the event. Over time they hope people will make habits of positive tweets.

Although this campaign may not be as compelling as their Real Beauty campaign, the #SpeakBeautiful campaign is true to Dove’s mission. This campaign helps promote the brand with positive messages and will hopefully generate a lot of user engagement.