Goals and objectives
Our goal was to work with Dove to create awareness and knowledge about their new deodorants, with an emphasis on ”Kindness to skin formula” and ”Protects against sweat”. The overall aim was to create a greater understanding of “Livet under armen” and thus lift the taboo around the female armpit and at the same time strengthen the self-esteem of the target group. Our goal was to create a deeper understanding of the importance of accepting their armpits just as they are.
To achieve this goal, we created a campaign together with profile Bianca Kronlöf. The campaign was presented via a statement video in ELLE and as a digital native article on ELLE.se. In the campaign, Bianca Kronlöf opens up and talks about taboos around the armpit, how we are affected by beauty ideals and what we can do to normalise the armpit. To broaden the reach of the campaign, it was also launched on social media.