Dove

Dove's marketing director Stacie Bright had a moral problem in 2006.

After years of marketing Dove’s products using what the mainstream considers ‘beautiful’ models Bright realized this was affecting her own daughter’s self-esteem, and therefore affecting the self-esteem of everybody's daughter subjected to this advertising.

Rather than quitting her job immediately, Bright created a mock-up advert using all of the company directors' own daughters. with text alongside each image saying how these girls believed they weren't beautiful. 

Bright and her team showed it to the executives, confident that this was a risky but worthwhile move.

The risk worked. The Dove executives were of course deeply affected, said a resounding yes through their tears, and completely overhauled Dove’s marketing strategy, which has continued to this day.

Dove doubled profits from £1bn to £2bn and turned the business of selling soap into a moral campaign.

The cynical can take from this what they will, but the campaign genuinely came for a place that wished for change

 Using stories to make a culturally positive difference.

Courtesy:  Christopher Ratcliff @ Econsultancy