Dove's mission is to help women feel beautiful, but a study by Dove and the London School of Economics revealed only 4% of women describe themselves this way.

We identified a major barrier to healthy self-esteem: negative banners. The solution: a campaign that displaces negative banners on Facebook. It uses an app that utilises Facebook's ad auction API, and bids double the suggested amount for keywords advertisers use to target insecurities. The app enables women to flood Facebook with positive messages that they created. The campaign provoked a global debate, fundamentally challenging how advertisers use online media.