Dove Confronts Underarm Insecurities By Freeing The Pits On The Subway
Image via Ogilvy
While other brands are celebrating beach bods, Dove is airing awareness about something a bit more different this summer: armpit confidence.
The Unilever-owned personal care brand, known for uplifting women by sudding away stigma and unrealistic beauty expectations, has taken to the New York subway—which it dubs “the pits of New York”—to let self-conscious commuters know that it’s alright to #FreeThePits.
Image via Ogilvy
The striking campaign, featuring women boldly baring their unshaved underarms, was timed to usher in New York Fashion Week, when members of the public might be more sensitive to the judging eyes of strangers.
With temperatures climbing during this time of the year, they could also feel more exposed when they hold onto the handles on the subway and put their armpits on view.
New prints being displayed at subway stations through September 16, from 42nd St Times Square to 34th St Herald Square, assure passengers that there’s nothing to be afraid of. If anything, society’s intolerance should be the one being plucked.
“Six in 10 of us admit to judging other women’s armpits,” the graphics read. “Let’s change that.” The visuals showcase women with their arms up, revealing their underarm stubble and natural color.
Image via Ogilvy
Crafted by advertising agency Ogilvy, the body-positive takeover is the result of a Dove-conducted survey that found eight in 10 women in the US, UK, and Brazil don’t like the way their armpits look, feel, or sweat, The Drum reports.
Image via Ogilvy
Dove is also urging the public to express their support for change by sharing their stories with the #FreeThePits hashtag and tagging the beauty giant on social media.
As part of the campaign, the company is also giving away Dove Pit Kits consisting of a free MetroCard and a bottle of antiperspirant at Chelsea Plaza on September 7.
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