Public Relations Campaign Examples
Example 1: Dove Real Beauty Campaign
The Dove campaign began in 2004.
- Serves as a starting point for societal change to make each woman feel beautiful
- Uses all shapes, races, sizes of women
- Inspired by study The Real Truth of Beauty: A Global Report that validated that women are only beautiful if
they are young, thing, and blond
- Study found that only 2% of women describe themselves as beautiful
- 81% of women in the US agree that media and advertising set an unrealistic standard of beauty
- Dove Research indicated that 91% of women between the ages of 50 - 64 believe its time for society to
change its views on aging and beauty
- Initially focused on women 50+ with wrinkles, age spots, and grey hair.
- Now focuses on how girls today are bombarded with unrealistic messages and images on beauty that impact
their self esteem
Click here to see Dove's Videos
Example 2: Johnson & Johnson’s Campaign for Nursing’s Future
Components of the campaign include:
- Print and interactive advertising
- Comprehensive website
- Searchable links to hundreds of nursing scholarships
- More than 2,000 accredited nursing programs
- Funding resources
Results:
- Distributed more than 15 million pieces of recruitment materials
- 30 Promise of Nursing fundraising galas have raised in excess of $12M, funding 800
- renewable student scholarships, 250 renewable faculty fellowships, 150 nursing school grants
- In the first five years, more than 500,000 men and women have entered the nursing field.
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