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‘HANDRAISER’ FIRST-PARTY CONTENT

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 images and stories directly to campaign websites via a UGC powered form. 

The resulting content and PII let 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 has identified brand advocates with whom they can potentially work in future. 

Campaign Results

Cannes Lions’ Glass: The Lion for Change Award, 2019

4,500+ Contributor submissions to date

30,000 Posts using “#ShowUs” within 30 days