Dove is set to launch a 'No Digital Distortion Mark' global campaign from July 2018.
The Mark will roll out across all branded content with deodorant campaigns leading the initiative.
By 2 January 2019, the Mark will be incorporated into all static imagery showcasing women, across print, digital and social and will represent that the image is not distorted, reports the Irishexaminer.ie
The unilever brand will reportedly be held accountable to only show accurate and genuine portrayals of people, showing them how they are in real life.
"Last year, we pledged to use images with zero digital distortion," said Sophie Galvani, Global Vice President, Dove.
"This year, we want to go one step further and give women a tool to help them understand what is real and what isn't."
On The Mark
The aim of the Mark is to 'help women and girls navigate the media landscape letting them know that the image they see has not been digitally distorted to fit the ideals of what beauty is and isn't'.
"The Mark will take help women identify reality and relieve some of the pressure to look a certain way, which is why we have created a new Evolution Film which reveals the extent of digital distortions and manipulations that takes place in media and advertising and brings to life the issue that women experience," added Galvani.
"We are hoping more brands join us in this movement, as this commitment needs to be widespread."
© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.
