If you could do 2 easy things to change a child's life for the better, would you? Me too, and that's all I'm asking Dove to do.

For 10 years, Dove's been selling "REAL BEAUTY" and talking about how they understand “the way women and girls are portrayed, both literally and visually, has a big impact on how they view themselves and who they aspire to be." (Those are their words.)

Now, as a father of 2 children, I'm asking Dove to make their "Real Beauty" campaign even more real, and to take a stand against the health issues they know photoshopped ads cause, by signing the Truth in Advertising Heroes Pledge and agree to do just 2 easy things:

 1. Photoshop-And-Tell

I want 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 photoshopped them, I'm asking them to let us know that.

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

I want Dove to agree not to run photoshopped ads where our kids can see them - like on billboards, buses, mall kiosk, and the back covers of magazines. Because our kids don't have the ability to understand that what they're seeing may not be so "real" after all.

Why are we asking Dove? Because they've they know more about the health consequences created by the false, unrealistic portrayals of women and girls in photoshopped advertising, than most. They know the facts like these:

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 signs the Heroes Pledge, maybe other advertisers, ad agencies, and talent will follow. And if Dove does sign, 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.

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