Dove Urged Women In Philippines To ‘Raise Your Arms’ for Change in New Campaign-Markedium

Dove Urged Women In Philippines To ‘Raise Your Arms’ for Change in New Campaign1 min read

By Creative Desk Last updated Apr 24, 2024

Dove, in partnership with Ogilvy Singapore, has launched a transformative initiative in the Philippines titled “Raise Your Arms,” which aims to tackle underarm shaming and boost women’s confidence. This campaign honors the bravery of women who have taken a stand for societal change and have positively impacted their communities.

Oove Raise Your Arms 3

The initiative arises from the acknowledgment that underarm shaming is a significant concern affecting women’s self-esteem. Research highlighted in the campaign shows that 80% of Filipino women are reluctant to raise their arms due to insecurities about their underarms. Dove’s mission with this campaign is to reinforce a potent message: positive change is spurred each time women confidently raise their arms.

Oove Raise Your Arms 1

“Raise Your Arms” features bold outdoor posters and a dynamic digital engagement strategy across social media, employing the hashtag #freethepits.

This encourages women of all ages in the Philippines to celebrate their moments of courage and self-assurance. The campaign promotes the notion of being ‘kili-kili proud,’ embracing underarms as a symbol of resilience and strength.

Oove Raise Your Arms 4

By tackling this specific cultural stigma, “Raise Your Arms” offers a unique and powerful platform for empowerment and societal change, promoting a culture of body positivity that celebrates all aspects of women’s bodies. In doing so, Dove is helping to create a more inclusive atmosphere where every woman can feel proud of her entire self, fostering greater acceptance and confidence.

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