Dove gaming advert – Women in Games

Dove, a globally recognized personal care brand, recently launched a new campaign titled “#RealVirtualBeauty.” Inspired by a research study from Dove in association with Women in Games, this campaign addresses the issue of representation and diversity in video games, particularly for female characters.

The campaign tells the story of Cinthia, a video game character who faces a more significant battle after defeating her last enemy – the battle for representation and diversity. This narrative is not just a fictional tale but is based on the real story of the Cinthia Dalama, making the campaign even more impactful.

One of the standout features of the campaign is its focus on accurate statistics. The campaign highlights that 60% of girls and 62% of women feel misrepresented in games, and over one-third of young girls’ self-esteem is negatively impacted by the current lack of diversity. These statistics underscore the importance of the issue and the need for change, making the campaign more compelling.

The campaign also introduces a solution to the problem. Dove’s #RealVirtualBeauty website offers 3D avatars of real people, like Cinthia Dalama, for free download. This initiative promotes diversity in video game characters and allows users to see themselves represented in the games they play.

The campaign is supported by allies across the industry, including Epic Games‘ Unreal Engine education team. This collaboration further enhances the campaign’s credibility and reach.

However, it’s worth noting that while the campaign effectively addresses the issue of representation and diversity, it could provide more information about Dove’s role in this initiative and how it aligns with the brand’s overall mission and values.

Pros:

• Focus on Real Statistics: The campaign effectively uses actual statistics to highlight the issue of representation and diversity in video games, making it more compelling and impactful.
• Real Stories: The campaign’s narrative is based on the real story of Cinthia Dalama, adding authenticity and depth to the campaign.
• Real Solutions: The campaign offers a tangible solution to the problem by providing 3D avatars of real people for free download on Dove’s #RealVirtualBeauty website.

Cons:

• Limited Information about Dove’s Role: While the campaign effectively addresses the issue of representation and diversity, it could provide more information about Dove’s role in this initiative and how it aligns with the brand’s overall mission and values.
• Niche Appeal: The campaign’s focus on video games may not appeal to all demographics, particularly those unfamiliar with or interested in video games.
• Dependence on Industry Allies: The campaign’s effectiveness relies heavily on the support of allies across the industry. If this support wanes, the campaign’s impact could be diminished.

Conclusion

Dove’s #RealVirtualBeauty campaign is a powerful and impactful initiative that addresses the significant issue of representation and diversity in video games. Its focus on real statistics, stories, and solutions makes it a compelling campaign that raises awareness about the issue and offers a way forward.