Somehow it’s become acceptable for the media to judge women by their appearance instead of their accomplishments. And elite athletes are no exception. This year Dove wanted to change the story for female athletes and women everywhere. But in a market saturated with empowerment messages, we knew we’d have to do more than speak up to break through.
So we decided to confront media sexism head on with direct, powerful action. We’d do it when the whole world is watching, 24/7 in real-time. And we’d do it using the most damning content of all – the media’s own words.
Throughout the summer of 2016 uncensored media quotes about female athletes appeared on live digital billboards. On social media, we fueled the conversation with real-time updates of the most outrageous quotes and data. Our message to the media was clear: we see what you’re doing, it needs to change, and we’re doing something about it.
“Dear Media” not only anticipated the heated conversation about sexist coverage that summer, but led the way. Users shared 97% percent of the quotes we discovered, generating more than 40,000 Tweets and turning #MyBeautyMySay into a globally trending hashtag.