Campaign Dove 5.1 #1

Drama Homework

Campaign

My Research

Dove Campaign for real beauty

I have chosen this campaign because I think that today it has real relevance in our society and is one of the more well known ones with people like Gok Wann and Trinnie and Susana helping out as well.

Today models have to be slim and tall. Many people are now challenging this with the rise in obesity in this country but also the rises of bulimia/anorexia in teenage girls as well as other well known eating disorders.

Also my friend Abby Laws is trying to run a similar campaign and is using many friends for help as well as the internet etc and should be meeting Gok Wann soon.

Fact and figures:

• In the USA over $13 million is spent on plastic surgery.
• Overall 4% of people will suffer bulimia in their life time but that figure is rising.
• 17 year old Taylor Momsen has so far spent over $10,000 on make up.
• In the states hundreds of girls age 10-17 over the summer enrol in a model school for over $1000.
• After 6 sessions on a sun bed one girl contracted skin cancer.
• In the hit TV show “Gossip Girl” one of the main characters has bulimia.
• It is better now because some magazines are using real readers/ people.
• Britney Spears recently released photos of her not being airbrushed.
• Dance and film industry auditions meant you used to had to be thin to get a job(this isn’t such a big problem anymore).
• A lot of videos on youtube.com promote healthy eating.
• 1 in 5 people in the world suffer from an eating disorder.
• 70 million individuals are affected by eating disorders worldwide, with 24 million being American.
• 10-15% are male.
• 90% of women with eating disorders are between the ages of 12 and 25.
• Currently approximately 11 % of high school students have been diagnosed with an eating disorder.
• 15 % of young women in the US who are not diagnosed with an eating disorder exhibit substantially disordered eating behaviour and attitude.
• 4 % of college-aged women have bulimia.
• Approximately 50 % of anorexics will develop bulimia or bulimic behaviours.
• 31% of teenage girls in the US and 28 percent of teenage boys in the US are overweight.
• 15 %of US teenage girls and almost 14 % of US teenage boys are obese.
• Approximately 60 %of those with an eating disorder that seek treatment will recover.
• Without treatment up to 20%of those with serious eating disorders will die.
• At least 50,000 individuals will die as the result of an eating disorder.
  

Doves Challenge:

Dove, this year, are aiming to get to over 5million women to help them feel good about themselves. So far they have helped 6,097,588 people look and feel good about themselves.

In their adverts they show real women as do their posters etc.

On their website they have many articles on Photo shopping images in magazines, how to feel good about yourself etc.

They are against the typical stereotypes holding open auditions for people to star in there posters and adverts. They also hold workshops to help girls as well.

Official website:

http://www.dove.us/#/us_landing.aspx

Information on Dove:

• Made by Unilever. (My dad works for that company).
• Started 1995
• In 2006, Dove started the Dove Self-Esteem Fund. It purports to be "an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves".
• They have made multiple films.
• One aired in the super bowl XL.
• Dermatologists showed that Dove dried and irritated skin significantly less than ordinary soaps.
• They won more than 24% of the market in 2003.

Class Notes:

It was interesting to see what people had chosen to do. Many people had chosen Government run schemes (for example drink driving etc.) or charity run organisations. Only 2 people out of around 30 did actually chose a business run origination, although technically mine is a business, but the campaign its self runs on donations.

Other people in my group chose:

Sam: Drink driving. Because we should be more educated on it and it kills a lot of people every year (like the accident in Herthersett many years ago.) This was a government run scheme and has been publicised by the adverts that we all knew about in the group. We found them all a little scary but it was a good way to get the point across.

Beth: RSPCA because it’s a well know charity and many people seem to empathise with animals/pets. It is a well publicised charity that we all knew about.

Ryan: Love Food Hate Waste. About supermarkets etc throwing out perfectly good healthy food. This has now been published by chefs on TV preparing a banquette to feed around 100 people by using unsold produce and supermarket waste. WRAP is funded by the government it stands for Waste and resource education.

Charlotte:

Chose the NSPCC. Because it has relevance to all of us being children. Especially after Baby P etc. We all agreed that this was a very good campaign recognised all over the UK and also in Wymondham Abbeys Christingal service.

Cathy: A homeless charity in Canada. We all thought that although this may be an issue over there we are to far away to know the situation and since it hasn’t been a major news issue in the last year that it although was a good campaign was just to far away.

In the end we agreed on the dove campaign because of the pressure on put on young people by the media and TV/film industry to become thinner, as well as that this could refer to bullying by self esteem issues etc. Also because this has a lot of relevance to people our age.

Also we could then teach are beliefs about beauty on to younger children so that it will change the way people view beauty. Every one is beautiful in their own way.

Slogans:

Pretty Face; Not pretty Pictures.

Don’t take the fake.

Radio (Will show editing skills as well as drama)

We came up with a lot of Ideas to publicise our campaign:

We would create a radio advert because a lot of people do listen and  has advertising space that is effective but not as expensive as TV.

The radio stations we would advertise on are:

Kiss (because they have a local station in the Norwich area, and they are very popular).

SYNA (because it’s a youth run scheme and we know the people to approach – Cyra Bull, Jess Harris and Evie Callby.)

And BBC Norfolk because again they are very local and they would be happy to do an interview with us.

TV (drama, art, and media studies)

We could also go on TV shows to do interviews about our campaign such as :

The One show (because it’s a culture show –although it may be too national)

Newsround (because it’s easy to get on their show and it would be taking it to a younger audience).

As well as Look East because they are local news program that many people in are area watch.

Magazines :

We could also put adverts into local newspapers/magazines. Such as: EDP The Norfolk Journal, EDP, The Mercury, WHY High, The Dereham Times.

Posters (art):

We would publish posters to go around the local area. Ask shops around Norfolk to put them in their shops.

We could also give out flyers in Norwich places like ST. Stevens, Street, The Castle Mall and Chaperfield.

Celebrities (this will show PA skills):

In most campaigns they have celebrities that would like to help the campaign.

We have chosen 4 celebrities we would like to help people:

• Stephan Fry because he has previously had depression and could give a talk or free advice to people like him.
• Jake Humphreys: Because he’s local although we are not sure what he would do to help out other than just show his support to people. Although he could do a team talk to the women about feeling good about themselves at
  Norwich Citsy Carrow Road
  .
• John Tickle could do a science experiment at Wymondham High about metabolism or diets etc. Because he is also local and went to Wymondham High.
• We could also get Gok Wann because he is coming to Norwich soon and will support a project like this with the TV shows that he does.

Other Ideas (involving Media.):

• We could get the Drama students to write a play and perform it to the school about bulimia / eating disorders or bullying causing people not to feel confident in themselves. (show theatre/ drama skills)
• We could hold a catwalk in Norwich and just get people to walk along it. It would be outside the forum and could charge people a fee to enter. (This would show organisation and similar skills that we learnt with Bright Sparks in the summer).
• Clothes swapping (similar to Bright Sparks / art for the decoration around the venue.)
• Rubix Party – you were as many colours as possible and at the end of the night they have to be all in one colour (this would mean that women met new people and make new friends.)
• We could have a photo booth were we take photos of people at any point and they say something that they don’t like about themselves and we show them how the photo looks/ how they can improve it.  (photography/art)
• Have a photo of someone who has been photo shopped and one who has not and do a survey of people who like which one better. (ICT and people skills).
• We could do creative writing about why people care about their image and why so many people are depressed about it/ don’t like the way they look. And then hold a performance. (creative writing and drama performance.)
• Hold a body shop party (PA skills and advertising.)
• Hold a fashion show showing fine arts students work and the felt shows that we will make. (textiles).

The main message is give give women more confidence in themselves to make women feel better because of eating problems, diets, and surgery to make them feel good about themselves where as they shouldn't feel like they have to change themselves to appeal to today's society.

The target audience are women and men who feel bad about themselves. They are form teenagers upwards.

They have TV adds, posters, leaflets and a website people can look at publicize this. The campaign is also advertised in areas that they were able to reach. They set a target of 5 million women to met and had reached that target. This was a good way of judging how good the campaign was by reaching that target although it could have been publicize better because they could have reached alot more people if it was more widely known about.