Buy Dove
I’m an unabashed shill for Dove’s Campaign for Real Beauty, which aims to improve the self-esteem of teen girls.
The Campaign plans to reach 5 million girls by 2010, with most outreach through the Girl Scouts. Dove’s Self-Esteem Fund will spend $1.5-2 million this year.
Are they doing enough? Dove will rake in $2.5 billion in sales this year. Is anyone ever doing enough? Is anyone "clean" enough. I think this Real Beauty effort is for real.
The Campaign’s latest turn is described here by the NY Times, and here is "Under Pressure," the latest in their series of attention-getting videos.
Tom
One response to “Buy Dove”
Behavioral Science Q & A
Whether “help” is more engaging or not really depends on the framing and context. The word help can sometimes weaken the perceived agency of the supporter, making their role feel secondary rather than central (your point). On the other hand, help can also signal collaboration rather than implying full ownership of the outcome, which might […]
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Great question! Here’s how behavioral science can help unpack what might be happening: Pain of Paying: Even a small extra charge can make giving feel more transactional than emotional, potentially reducing generosity. Fairness Concerns: Some donors might perceive donor cover as a surcharge rather than a contribution to the cause. If they feel the charity […]
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The choice between “Your gift CAN…” and “Your gift WILL…” taps into the psychological framing of certainty vs. possibility. Currently, there is no academic research directly comparing these two framings in charitable appeals. However, I suspect no framing is universally better—the outcome likely depends on your target audience and the campaign’s goal. Here are some thoughts: Certainty Framing – […]
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Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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I love the promotions to help young girls feel better about their bodies, and bring attention to what the media is doing to aid in women of all ages having body issues. I work with teenage girls and young women and it’s great to see the shift in their reality. We are not just our bodies, we have good stuff on the inside…our essence…who we really are. I am all about bringing awareness regarding body image. My Feet Aren’t Ugly, A Girl’s Guide to Loving herself from the Inside Out.
myfeetarentugly.com