Dove: Make 'Real Beauty' More Real
  • Petitioning Dove, Rob Candelino

This petition will be delivered to:

VP Marketing, Unilever Skin Care
Dove, Rob Candelino
SVP Marketing, Unilever
Dove, Steve Miles
Chief Marketing Officer, Unilever
Dove, Keith Weed

Dove: Make 'Real Beauty' More Real

    1. Seth Matlins
    2. Petition by

      Seth Matlins

      Los Angeles, CA

As a father of 2 young children, I've always appreciated the idea behind Dove's “Real Beauty” campaign, and the brand's understanding that “the way women and girls are portrayed, both literally (through words) and visually (in pictures), has a big impact on how they view themselves and who they aspire to be." 

That's why I'm asking Dove to make "Real Beauty" more real, and why I'm hoping they'll take a real stand against the health issues they know are caused by photoshopped ads and images, by signing the Truth in Advertising Heroes Pledge and agreeing to do just 2 easy things:

 1. Photoshop-And-Tell

I'm asking Dove to tell us when they've photoshopped the people in their ads (by adding a "Truth In Advertising" label to them). And, if they haven't, I'm asking them to let us know that.

 2. Don't Run Photoshopped Ads Where Kids Can See Them

I'm asking Dove not to run photoshopped ads in media where our kids can see them - media like billboards, bus shelters, mall kiosks, and the back covers of magazines. Because our kids don't have the ability to process or understand what they're seeing.

We're starting with Dove because they've been championing ‘Real Beauty’ for ten years, and because they know more about the health consequences created by the false, unrealistic representations of women and girls in photoshopped advertising, than most. Like:

53% of 13 year-old girls are unhappy with their bodies. That by the time they're 17, 78% will be. Or that 3 of the most common mental health problems among girls...eating disorders, depression, and low self-esteem, can each be linked to the depiction of girls and women in the media. That 30% of HS girls and 16% of HS boys suffer from disordered eating. Eating disorders have the highest mortality rate of all mental illnesses. And that 80% of adult women feel worse about themselves after seeing a beauty ad, with 1 out of 3 of them describing their ideal body as one that doesn't even exist in nature.

If Dove leads, maybe other advertisers, ad agencies, and talent will follow. And if Dove does lead, let's support them with our thanks - and our wallets. And if they don't, let's ask them why not...after a decade of "real beauty" it seems a fair question. On behalf of my family, and tens of millions more, thank you.

Dove, Rob Candelino, VP Marketing, Unilever Skin Care
Dove, Steve Miles, SVP Marketing, Unilever
Dove, Keith Weed, Chief Marketing Officer, Unilever
Be a hero, and make "Real Beauty" more real by signing the Truth In Advertising Heroes Pledge.

[Your name]

Recent signatures


    1. Reached 7,000 signatures



    Aug 11, 2014

    Will @Dove sign the #TruthInads Pledge promising to make Real Beauty more real? Why wouldn't they?

    Julia Ormond

    Reasons for signing

    • Gary Phillips RENO, NV
      • about 22 hours ago

      All companies need to stop this

    • shayna teicher SARASOTA, FL
      • about 22 hours ago

      This effects ALL of us, mothers, daughers, sisters, and men, too. We've always had to fight for more truthful advertising - from cigarettes actually being labeled as harmful, to ingredients being listed on consumable products and beyond. If we don't keep pushing forward for more and more transparency, we'll never get it. What they can't manipulate with photoshop, is our voices.

    • Robin Eriera TEL AVIV, ISRAEL
      • 1 day ago

      Standards of beauty are so high nowadays, it's ridiculous to use photoshop! It's horrible what kind of an impact this has on the young generation

    • carlisa bradshaw ANNA, TX
      • 2 days ago

      I understand we all want to see beauty and not someone who can't hold her head up in public. We are the people who actually purchase your product, women and men who most of your clients would never take a second look at in public or at a club

      • 2 days ago

      Dove's slogan is about "real beauty." How can it be real if it's computer generated?


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