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:
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.