The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
#SpeakBeautiful is a campaign designed to ignite positivity amongst women and decrease negative beauty and body sentiment on social media. To address this issue where it is most prevalent, Dove forged a first-of-its kind partnership with Twitter, rooted in insights, media and technology. Dove created the #SpeakBeautiful movement, launching during the Oscars the night when negative body and beauty commentary peaks on social media. Since the launch of this campaign, we have seen an increase in positive beauty/body sentiment on Twitter and a decrease in negative sentiment, which is exactly what we set out to achieve. (Source: Twitter/Sysomos 2015 Data)