Dive Brief:

• Dove used the Oscars—an event that can be synonymous with negative comments about appearance and bodies—to launch a campaign about body positivity. 
• The #SpeakBeautiful campaign launched with a video during the pre-broadcast red carpet events where comments on Twitter are at an all-time high. 
• Real life social media and self-esteem experts responded to tweets with negative body statements in real time during the awards show—unlike Coke's #MakeItHappy campaign, Dove opted not to use a bot.

@ReneeAutum Replace one negative thought with two positive ones. It takes practice, but positive thinking is a habit you can create.

— Dove (@Dove) February 23, 2015

Dive Insight: 

The intentions of the #SpeakBeautiful are admirable, but one has to wonder if the stunt will backfire at all. Women may not want to be given advice on self-esteem on Twitter just because they made a negative comment. However, Jennifer Bremner, director of marketing for Dove told Marketing Interactive that the brand is committed to instilling confidence in women over social media. “We know that women today are 50% more likely to say something negative about themselves, than positive, on social media," she said.

"The power to #SpeakBeautiful is in the hands of us all—we can positively change the way future generations express themselves online,” Bremner said.