February 11, 2016

Book: Social Movements for Good.

Carol Cone

How companies and brands can embrace social issues to create impactful change.

Book-Art

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….

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