If presented with two doors: one labeled "Average" and the other labeled "Beautiful," which one would you walk through?
In its latest inspiration-through-advertising campaign, Dove is encouraging people to #ChooseBeautiful. As one of the first major companies to set out on the total body positivity mission, Dove has mastered the art of creating videos that go viral by striking a serious emotional chord with audiences.
So for this campaign, Dove set up signs above the entryways of shopping centers in five cities, San Francisco, Shanghai, Delhi, London and Sao Paulo, that read "Average" and "Beautiful," and filmed women deciding which door to enter.
What happens in the clip below reflects how the majority of women view their appearance:
According to a study conducted by Dove, 96% of women said they wouldn't choose the word beautiful to describe themselves — but about 80% said there is something beautiful about them.
As the video shows, most of the women do not feel comfortable walking through the "Beautiful" door. They notice the signs, take a second to think, and quickly shuffle through the "Average" door, shoulders slumped.
The women were then asked to explain their thought process, and to define the term "beautiful." As evidenced by their body language, those who walked through the “average” door felt disappointed by — but still resigned to — their decision.
"Am I choosing because of what's constantly bombarded at me — what I'm being told that I should accept?" one woman explains in the clip. "Or, am I choosing because that's what I really believe?"
But those who walked — or were dragged by their mothers — through the “Beautiful” door felt, as they described it, "triumphant."
While I acknowledge the desire to appear humble rather than arrogant, this video reminds us that our opinions of ourselves trumps that of others. Confidence comes from within ourselves, so while we may be our own harshest critics, we need to start recognizing — and actively telling ourselves — that we are, in fact, beautiful.
Screengrab via doveunitedstates/YouTube