The ad makeover

Body positive advertising is now a championed cause but was not always so. Dove and their believe that every woman is beautiful have been fighting for this idea for more than two decades. One of the harshest and most damaging outlets for body shaming advertising is on social media, one particularly bad offender was Facebook. In 2012 we set out to empower women to send out positive messages to other women by creating their own messages of strength, we hijacked Facebooks ad API protocol by ensuring we outbid for media buy on Facebook for two weeks. This marked the creation of the first real social media body positive campaign.