Target: Paul Polman, CEO of Unilever
Goal: Tell Unilever to support body positivity and the self esteem of women at all times, rather than just when it is profitable.
Dove is an extremely popular skincare brand used mostly by women, and in recent years it has launched massive campaigns aimed towards boosting the self esteem of girls everywhere. In these advertisements, Dove shows women of all shapes and sizes loving their own bodies, an ideology that is often absent in the media today. At first glance this seems like a revolutionary idea, one that is sorely needed and that could cause some meaningful changes in the world. However, when you look past the surface, it becomes clear that the “Real Beauty” campaign is just another source of profit for the company that owns Dove, Unilever.
Another personal hygiene company, Axe, is aimed entirely at men and is famous for its inherently sexist ads. The commercials are constantly swinging back and forth from depicting women as animals who can’t control themselves around men to hypocritically condemning women for turning men into animals who can’t control themselves. In the familiar misogynistic formula, the women can never win.
Clearly, Unilever has realized that by using ad campaigns involving positive self esteem, it will attract many female customers who support those messages. But they are misleading their customers, using positive body image only as a marketing tool rather than as an actual motto for life. Please sign this petition and urge the CEO of Unilever to support the self esteem of women at all times, rather than just as a gimmick to make more money.
Dear Paul Polman,
I applaud your use of self-love and body positivity in your Dove campaigns. Women and men these days are taught to hate their own bodies before they have even grown into them, and your “Real Beauty” commercials were a breath of fresh air.
However, I have also seen your ads for Axe products, and unfortunately, they tell an entirely different story. Axe ads are focused entirely on objectifying and belittling women, and I find them disgraceful. This has led me to believe that you are using the self esteem of women as a profit margin, and this cannot continue.
Please follow the examples set by Dove’s commercials and stop using sexist ads for Axe products. Start promoting self confidence in all of your advertisements and stop exploiting the self esteem of women for profit.
[Your Name Here]
Picture credit: PublicDomainPictures via Pixabay