When Yvonne and Tom got me started with my blog, Donna's Promo Talk, over a year and a half ago I devoted my first two posts about the marketing programs being created for Dove's Campaign for Real Beauty. Since then I have written several more times about this unique, groundbreaking campaign that has promoted "real" women and is one of the first, really successful viral marketing programs.
I have been happy to spread their positive self-esteem messages and support Dove's mission which is to help more women feel beautiful every day. The folks at Dove's marketing agency, Rocket XL, saw some of my posts and since them have been keeping me current on what's new with the campaign. They recently contacted me to share the news about the brand’s latest film project The Women Behind “The Women”. It's a short film that goes behind-the-scenes of the upcoming movie “The Women,” putting a spotlight on real beauty vs. manufactured beauty ideals in Hollywood.
The Women premieres in theaters on September 12. It is described as a fast-paced, witty and emotional look at all things female, including loyalties, betrayals, careers, families and most of all, friendships. It's a remake of the 1939 classic film, The Women, and features an all-female cast of distinguished actresses, including Meg Ryan, Annette Bening, Eva Mendes, Debra Messing, Jada Pinkett Smith, Cloris Leachman, Bette Midler and Candice Bergen.
Dove worked with film director Diane English to create this short film which follows 16-year-old teen journalist Cammy Nelson behind-the-scenes of the movie. Cammy learns, first-hand, how Hollywood creates the images we see on screen, highlighting the work and people involved in making a major motion picture come to life.
Dove describes the short film as intending to encourage women to challenge today’s beauty stereotypes, celebrate the opportunities for women to empower one another and explore the diverse definitions of beauty, shared through interviews with some of the cast and crew of The Women.
You can visit Dove.com here to:
- View exclusive behind-the-scenes footage of The Women & The Women Behind “The Women”
- Read the Director’s Diary, written by Diane English
- Go Behind-the-Scenes with Dove teen journalist Cammy Nelson
- Download self-esteem building tools for girls, moms and mentors
- Enter for a chance to win one of 100 pairs of movie tickets each day between 9/3 and 9/19
So, please take a moment and check out Dove's site and view the videos. I had to download them first which just took a couple of minutes. The full film is about 18 minutes long, however, there are shorter clips you can watch as well.
So please share your comments here and let us know what your honest thoughts are about the short film as well as your opinion of "real beauty". Dove is very interested to hear from us bloggers and blog readers. They have included a share button on the videos as well if you're so inclined to pass them on.
Personally I have loved what Dove has done with this campaign and partnering with The Women seems to be a perfect fit. You can read more about the history of this global campaign at Campaign For Real Beauty as well as some of my previous posts. I'm looking forward to reading your comments.