Ramblings about entertainment, lifestyle and travel
Having worked in the media for a long time, I’ve seen the amount of photos constantly being photo shopped and have always tried my hardest to ensure any images were only touched up rather than photo shopped to be realistic and true to the original images. Dove has long been known to have made steps towards better body images. It recently took another important step in fighting body image anxiety in the UK by leading the call to action to join the Be Real Body Image Pledge, part of a national movement campaigning for the advertising, fashion, music and media industries to show more reality and diversity.
The announcement of the Pledge comes on the heels of the 2016 Dove Global Beauty and Confidence Report, which found 74% of women and 67% of girls in the UK think the media and advertising set an unrealistic standard of beauty most women can never achieve. And about 4 in 10 (42%) women feel worse about themselves after looking at images of photoshopped women in magazines.
The impact of being constantly bombarded by body and appearance related messages can have far-reaching consequences on women and girls, causing them to doubt their abilities and opt-out of fundamental life activities. The same Dove report found that almost all women (89%) in the UK with low body-esteem will avoid important life activities – such as seeing family or leaving the house – if they don’t feel good about the way they look. And nearly all girls (88%) admit to stopping themselves from eating or not seeing a doctor when they are unhappy with their appearance.
“For 60 years, Dove has stood for Real Beauty – it only uses real women in its advertising and follows a strict policy on airbrushing and photoshop,” says Mark Bleathman, Vice President Personal Care at Unilever UK Ltd. “That’s why we are so passionate about Dove taking a leadership role on the Be Real Body Image Pledge – the time to end body image anxiety is now, and Dove is fully committed to driving change in the UK for the benefit of everyone.”
Organisations that sign up to the Pledge are committing their intention to reflect diversity and reality in their messages and advertising, and to promote health and wellbeing. It also indicates an intention to promote the Pledge amongst staff, and in external communications to consumers. The Pledge is designed to provide direction for brands and advertisers that want to help encourage healthy body image amongst the UK public.
I think it’s an excellent campaign and if you’d like to join Dove and show support for the Pledge, share the hashtag #PledgeToBeReal on social media. To find out more and how you can get involved, go to www.Dove.com.