Dove’s Carnival campaign challenges stereotypes about women’s bodies

Dove has launched a new campaign ‘#RealBrazilianWomen’, challenging the image of Brazilian women being sexualised and reduced to their appearance, especially by foreign tourists.

The campaign has been launched in time for Carnival, which takes place from 10-14th February and aims to broaden the debate, raise awareness, and spark reflection on the topic of stereotypes.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

Created by Soko, Dove’s creative agency in Brazil, the campaign sparks questions related to the topic featuring on billboards, airports and strategic points in the city of Rio de Janeiro in different languages, such as Spanish and English, alongside content on the wellness brand’s social media.

The news follows a survey by Dove, which revealed 61% of Brazilian women stated “this image of the Brazilian woman imposes a standard of beauty” blasting the stereotype as “unrealistic” and does not “correspond to my body type”.

Some 82% agree that “this image does not represent the various types of bodies of Brazilian women and the various types of bikinis they wear.

Dove Brazil, Marketing Director, Andreza Graner said: “Our goal with the campaign is to propose a provocation for reflection on this objectification, especially in the summer and Carnival, as it is a time when women’s bodies are most exposed to societal pressures. This is how Dove seeks to contribute to the construction of a world where beauty ceases to be a source of anxiety and becomes an endless source of happiness and confidence.”

Dove Marketing Manager, Marianna Ferraz, added: “In Brazil, Carnival is a moment when the world is looking at women, so we decided to use the strength of our brand to propose a bold campaign that questions the behaviour that oppresses the women’s bodies in our country.

“Once again, Dove reinforces its brand purpose, to repopulate imagination about beauty and continue contributing to the transformation of the social structures that shape our culture.”