The Miss Universe pageant and the Philippines have a long, rich, history. Filipinos revere it almost to the point of treating it as a national sport. All the more after winning the crown in 2015, and hosting the event for 2016. As opposed to Dove’s equity, the pageant maintains rigid and conventional standards of beauty. Based on averages, one must be roughly 20 years of age, 5 ft. 7 inches in height, with a Body Mass Index score of 19. Majority of Filipinas strive hard to uphold that one standard of beauty. But in reality, not every woman can achieve those vital statistics.

In fact, women even bashed the Miss Universe candidates when they don’t meet the impossible standards the pageant has set; even worse, the impossible standards that Filipinas, themselves, have set.

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 internalized misogyny and instead, tell other women what makes them uniquely beautiful.

The campaign spiraled into an online movement of women lifting other women up.

10 million views. 250 million impressions.

It was picked up by local and international media. Resulting to 16.2 million pesos worth of earned media.

Local: Philippine Daily Inquirer, Philippine Star, Business World, Manila Bulletin.

International: Mumbrella, DesignTaxi, CNN, Fotune, Campaign Brief Asia

Website page views quadrupled during campaign period.

Positivity on social media increased by 36%

Brand love increased by 11%

#RealBeautyIsUniversal trended twice on Twitter.

But most importantly, every woman felt like a beauty queen on Miss Universe Day.