Dove, a brand that stands for real beauty, took a risk in appearing in an event that stands for its complete antithesis: Miss Universe.

Dove features real women, never models; Miss Universe features the most beautiful women of every country. In fact, data shows that during Miss Universe season, Filipinas become more overly critical of themselves and other women.

So when all eyes were glued to the pageant, at the crowning moment of the new Miss Universe for 2016, Dove chose that moment to air a film that will remind all women that we are beautiful no matter what color, size, shape or race.

When criticisms were at its highest, right after the crowning moment of the new Miss Universe 2016, Dove launched a film that reminded everyone that --- Real Beauty Is Universal. We showcased a diverse set of women who aren’t your typical Miss Universe candidate, from all shapes, sizes and colors. And we roadblocked every single screen in the Philippines: on TV, digital and outdoor, even on the event itself.

The movement grew even bigger through an online activation, which got women to reverse their behavior of bashing and instead, tell other women what makes them uniquely beautiful.