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The research presented in this case study was conducted for a course titled “Public Relations Case Studies” at Auburn University located in Auburn, Alabama. This course is designed to enhance students with an understanding of both effective and ineffective methods of PR through studying actual cases from the field itself.

In this case study, Dove set up signs above side-by-side doors in cities across the world. One sign said ‘beautiful’ and the other said ‘average’. They filmed the women’s reactions as they chose which door to walk through. Anyone who looked hesitant or anyone who didn’t hesitate at all was asked if they could be interviewed by the director, Paul Dektor, to explain their decision. Dove also interviewed 6,400 women of all ages around the world about their thoughts on beauty.

In my case study, I asked readers three discussion questions. My first discussion question was: Do you think this campaign is insincere or genuine? My second discussion question was: Do you think Dove created a successful campaign? My last discussion question was: Is there anything you would change about the “Choose Beautiful” campaign?

To view my case study and the answers to my discussion questions, click the button link below. 

view my case study