Dove–Twitter Re-launch #SpeakBeautiful Campaign

Beauty is in the eye of the beholder. This was the message conveyed by #SpeakBeautiful campaign started by Dove in partnership with Twitter at last year’s Oscars. After successfully affecting positive behavioral change in women through its campaign, Dove/Twitter duo is now delving deeper into nuances of negative social feeds and its effect on social esteem.

At South by Southwest(SXSW) festival, the team launched the second version of its #SpeakBeautiful campaign with a tool that breaks down which body-shaming words people use most and when negative talk peaks during the day.

Jennifer Bremner, director of marketing for Dove, speaking about the campaign at an interactive session said, "We want to rally one of the most digitally savvy and socially conscious audiences to join the conversation. Body shaming has sadly become a normal part of today's online interactions, but sometimes we do not realize the role we are playing in that conversation."

This is how the tool works: Re-tweet a post on Dove's Twitter account tagged with #SpeakBeautiful first. Dove will respond to the re-tweet with a link to a custom microsite. The microsite then displays personalized Twitter data in a table format and will show how someone's negative tweets mound up to other women.

Understand the power of YOUR words. RT this Tweet to see your #SpeakBeautiful Effect with our Twitter analysis tool. pic.twitter.com/F1LQQPtcaC

— Dove (@Dove) March 12, 2016

#SpeakBeautiful was born out of a social media insight into how women speak on Twitter, and it was built specifically for the platform. The endeavor was a huge success with women beginning to affect positivity, sharing their own inspiring stories and creating moving videos highlighting their struggles and triumphs. Statistics say it all there were over 5.3 million negative Tweets about beauty or body-shaming sent by women in 2014. This figure dropped down to 3.4 million in 2015.