Dove, the soap people, have a “Campaign for Real Beauty” underway which is “must see” for folks who question whether consumer marketers can teach nonprofit marketers a thing or two. To say nothing of folks who care about what real beauty is.

In this case, a powerful 75-second video, titled Evolution, triggers a dialogue about self-esteem in which millions of women are now engaged.

Here is an excellent commentary describing just how effective this campaign is, and why.

Watch and learn. Learn that …

    • Creativity matters.
    • Inviting involvement tools matter.
    • Emotions matter.
    • So do values.
    • And these four together can deliver powerful substance.

In fact, without these four, forget the substance.

This article was posted in: Copywriting / creative.
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