Dove Deo’s first global purpose campaign
Incredibly, over 80% of women have experienced ‘underarm judgment’.
So, we launched Dove Deo’s first global purpose campaign to empower women
to wave goodbye to judgement and say hello to their underarms, however they are.
Every woman had her own 3x4” underarm story to share.
We thought this 3x4” space was perfect to not only hold the women’s stories,
but grab people’s attention for a mini manifesto.
The 3x4” stories ran in national press across the UK.
We have since expanded the campaign creating two more films for LATAM and
in aid of normalising diverse underarms, we have even taken the idea to ASOS.
