Dove has taken action with UGC, Getty Images and Girlgaze to create Project #ShowUs – a project designed to change beauty stereotypes.
Project #ShowUs invites individuals in 15 different markets to upload their image and story directly to campaign websites via a UGC powered form.
The resulting content and PII lets Dove identify individuals whose stories resonate most closely with the campaign values.
Those individuals have their GirlGaze photos submitted to Getty for use by other brands. Dove have identified brand advocates with whom they can potentially work in future.
Cannes Lions’ Glass: The Lion for Change Award, 2019
4,500+ Contributor submissions to date
30,000 Posts using “#ShowUs” within 30 days