Dove is extending its previous #SpeakBeautiful campaign with a new social media survey tool created in partnership with Twitter.
This next step in the campaign follows research from Dove that discovered that 80% of body-negative tweets sent by women were about themselves. Last year, the brand found that its #SpeakBeautiful campaign helped change the way people speak about beauty on social media. The campaign helped create a 36% decrease in the number of negative conversations about beauty in 2015.
“Body shaming has sadly become a normal part of today’s online interactions, but sometimes we do not realise the role we are playing in that conversation – only 9% of women admit to participating in negative behaviour on social media,” said Jennifer Bremner, Director of Marketing at Dove. She added: “The good news is that we all have the opportunity to make a difference. Dove and Twitter designed the #SpeakBeautiful Effect to give women and girls personalised insight into their tweets and the emotional impact they can have on themselves and others.”
The brand is inviting consumers to have their tweets analysed to see how they use words in relation to their body or looks. Users simply have to retweet an invitation from @Dove to get a report detailing the types of word they are using.
Patricia Cartes, Head of Global Trust & Safety Outreach at Twitter, said: “Hundreds of millions of tweets are sent every day, and we partnered with Dove to develop a tool that would raise awareness of how online words can sometimes bombard others with negativity that impacts our confidence and self-esteem. At Twitter, we are proud to be working with Dove to empower the next generation to play a real role in making their personal feed, and larger online world, a kinder, more positive place.”