Dove: Dear Media, 7

Credits & Description:

Entrant: Sapientrazorfish, New York
Brand: Dove
Corporate Name of Client: Unilever
Client Partner: Patti Kim/Jen Berry
Media Company: Mindshare, New York
PR Company: Edelman, New York
Senior Director - Social & Content Marketing: Nathan Jacroux
GVP Data Science: Ella Chinitz
Analytics Director: Dotan Limon
Program Manager: Mike Prieto
Agency Planner: Rachel Bradshaw
Agency Account Director: Gabi McKenzie
Managing Director: Chris McNally
Agency: SapientRazorfish, New York
Group Creative Director: John Antoniello
Creative Director: Toby Magrath
Associate Creative Director: Michael Emerson
Senior Copywriter: Otavio Barbon
Senior Art Director: Thomas Dudon
Head of Production: Scott Welch
Production Coordinator: Holly Shussler
Project Manager: Sonal Heda
Digital Company: RESN, Amsterdam
Production Company: Fishface, Los Angeles
Technology Company: Opentopic, New York
Senior CI Analyst: Shaazia Patel
QA Director: Mike Low
Associate QA Manager: Kevin Roberts
URL: http://DoveHaveYourSay.com
Synopsis:
Somehow it’s become acceptable for the media to judge women by their appearance instead of by their accomplishments, and elite athletes are no exception. This year, Dove wanted to change the story for female athletes and women everywhere. But in a market saturated with empowerment messages, we knew we’d have to do more than speak up to break through.
So we decided to confront media sexism head on with direct, powerful action. We’d do it when the whole world was watching, 24/7 in real time. And we’d do it using the most damning content of all – the media’s own words.
Throughout the summer of 2016, uncensored media quotes about female athletes appeared on live digital billboards. On social media, we fueled the conversation with real-time updates of the most outrageous quotes and data. Our message to the media was clear: we see what you’re doing, it needs to change, and we’re doing something about it.
“Dear Media” not only anticipated the heated conversation about sexist coverage that summer, but it also led the way. Users shared 97% percent of the quotes we discovered, generating more than 40,000 Tweets and turning #MyBeautyMySay into a globally trending hashtag.