Campaign SpotlightPress Release

Dove works to end underarm shaming with ‘Free the Pits’ campaign, underlines change and empowerment

MANILA, PHILIPPINES — On the last day of International Women’s Month, Dove proudly unveiled a bold campaign aimed at eradicating the stigma surrounding women’s underarms, commonly referred to as “kili-kili,” in the Philippines.​

Underarm shaming has long been a prevalent issue affecting women’s confidence and self-esteem across various cultures, including the Philippines. Societal standards and unrealistic beauty ideals have often led to the stigmatization of natural underarm features, perpetuating feelings of shame and insecurity among women. Research indicates that eight out of 10 Filipino women refrain from raising their arms due to feelings of insecurity.​ ​

With a legacy dating back to 1957, Dove has been a trailblazer in reshaping beauty standards and uplifting women worldwide. From its iconic Beauty Bar to its ongoing campaigns, Dove has consistently advocated for real beauty and inclusivity. This dedication to portraying women truthfully and fostering body confidence is evident in initiatives like the “Dove Real Beauty Pledge” and the “Dove Self-Esteem Project.​”

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Recognizing the urgency of addressing this pervasive issue, Dove launched an integrated campaign celebrating moments when women bravely raised their arms for change, leaving an enduring impact on their communities and society. The campaign, displayed through outdoor posters and across digital and social media platforms with the hashtag #freethepits, extends an invitation to Pinays of all ages to join the movement to be kili-kili proud. ​

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Bianca Cancellara, Global VP for Dove Deo, stated, “We firmly believe that every woman deserves to exude confidence and empowerment in her own skin. Our campaign transcends societal norms, empowering women to #FreeThePits and refuse to let underarm anxiety hinder their potential. What better occasion to catalyze this movement than International Women’s Month?”​

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“We are immensely optimistic about the transformative impact of this campaign on women throughout the Philippines,” added Ann Esteves, Philippines Business Lead for Personal Care Unilever. “Through collective action, we possess the power to challenge harmful stereotypes and foster a more inclusive society where every woman feels esteemed and embraced.”​

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