How companies and brands can embrace social issues to create impactful change.
In 2004, Unilever launched its “Campaign for Real Beauty.” The goal was to widen the definition of beauty beyond the largely unattainable one portrayed by industry. Dove launched a series of communications and educational programs to challenge beauty stereotypes and encourage discussion and action around the topic. Ten years later, research found that women defined beauty on a broader spectrum of qualities. Dove’s sales also increased from $2.5 billion to $4 billion. Their educational, self-esteem-building programs had reached over 7 million girls through regional and national partnerships such as the Girls Scouts of the USA and Girl Guides....