ut real beauty campaign - outline
DESCRIPTION
The UT Real Beauty Campaign is a month long, university-wide campaign consisting of campus promotional events, activities, and speakers focused on re-defining the definition of beauty that our media has created in our minds. At its core the UT Real Beauty Campaign is communicating that real beauty is something that comes from within rather than surface level. This campaign will play off of the major concepts and initiatives started by the Dove Brand’s Real Beauty Movement.TRANSCRIPT
UT Real Beauty Campaign Presented by: The Female Spirit Groups of UT
What is the UT Real Beauty Campaign? The UT Real Beauty Campaign is a month long, university-‐wide campaign consisting of campus promotional events, activities, and speakers focused on re-‐defining the definition of beauty that our media has created in our minds. At its core the UT Real Beauty Campaign is communicating that real beauty is something that comes from within rather than surface level. This campaign will play off of the major concepts and initiatives started by the Dove Brand’s Real Beauty Movement. What is the Dove Real Beauty Movement?
The Campaign for Real Beauty launched in September 2004 with a much talked-‐about ad campaign featuring real women whose appearances are outside the stereotypical norms of beauty. The ads asked viewers to judge the women’s looks (oversized or outstanding? and wrinkled or wonderful?), and invited them to cast their votes at campaignforrealbeauty.com. In 2010, Dove set out a bold new vision for the brand with the Dove® Movement for Self-‐Esteem. The Dove Movement for Self-‐Esteem provides women everywhere with opportunities to mentor the next generation and celebrate real beauty. There
are many ways to become involved. Dove invites women everywhere to join the brand in making its vision a reality. Together with experts and key partners (in the U.S., Dove supports the work of the Girl Scouts of the U.S.A., Girls Inc., and Boys & Girls Clubs of America) Dove has created self-‐esteem-‐ building, educational programs and activities that encourage, inspire and motivate girls around the world. Dove has reached over 7 million girls so far with these programs, and set a global goal of reaching 15 million girls by 2015. In 2011, Dove released the findings of its largest global study to date on women’s relationship with beauty—The Real Truth About Beauty: Revisited. The study revealed that only 4% of women around the world consider themselves beautiful, and that anxiety about looks begins at an early age. In a study of over 1,200 10-‐to-‐17-‐year-‐olds, a majority of girls, 72%, said they felt tremendous pressure to be beautiful. The study also found that only 11% of girls around the world feel
comfortable using the word beautiful to describe their looks, showing that there is a universal increase in beauty pressure and a decrease in girls' confidence as they grow older. Though Dove efforts have moved the needle in a positive direction, there is more to be done. WHICH IS WHERE YOU COME IN! J
UT Real Beauty Campaign Goals:
1. Redefine the definition of beauty 2. Help UT women realize that beauty is a woman who recognizes herself for
her heart, her soul, and her mind. 3. Teach UT women to fall in love with their unique characteristics instead of
trying to fix them 4. Building UT women’s self-‐confidence and assurance in their body image and
personal reflection 5. Help UT women recognize that beauty emits from within 6. Redefine the idea of a “perfect body” 7. Help women identify the valued beauty in others in terms of personal
characteristics rather than physical traits 8. Raise awareness about the importance of recognizing diversity in beauty and
fight for a better represented definition of cultures and backgrounds in beauty amongst women
9. Eliminate the importance women place on the opinion of men on what is beautiful and help them define their own beauty on their own terms.
UT Real Beauty Campaign Mission Statement: “To help women of the UT campus and greater Austin community break the barriers that
restrict their self-‐confidence through redefining the idea of beauty and to create a community of women who embrace their imperfections and evaluate their worth based on their heart,
their soul and their mind.”
What does the UT Real Beauty Campaign Consist of? The Campaign will consist of three weeks of campus promotional activities and social media activities that lead up to one week (the fourth week) of events. Collectively, as female organizations we will promote campus activities and social media efforts together. The final week, the week of events, will consist of five activities, one each day/night of the school week. One Spirit group will be in charge of one event during this week. Campus Promotion Activities (Participated by All)
1. “You’re Beautiful (Rose Hand-‐Out)” – Go around with roses and hand them out to females on campus and tell them they are beautiful.
2. “What I like About Me Board” – Have a chalkboard or whiteboard set-‐up outside and have girls write out what they like about themselves on it. (Could be in West Mall)
3. “Profile Picture Photo Shoot” – We would have a table set-‐up in west mall
and Gregory Plaza. Girls could stop by the table to take a photo with a chalkboard that says: “Real Beauty is________________?”. The Photo’s will be uploaded to campaign’s FB page end of day/week with our campaign’s logo. Participants will be encouraged to make the picture their Facebook profile picture, and we will have laptops at the table for participants to like our FB page so that they can see their picture once uploaded.
4. No Make-‐up Campus Wide Day” – Two tables (one at west mall and one at
Gregory plaza). Spirit group members tabling will be wearing a campaign shirt, participants can stop by the table to take off their make-‐up in exchange for a campaign shirt. Participants will also have the opportunity to sign Seventeen Magazine’s body pledge. (This event would occur on the last day of our campaign, the final Friday of the month of October).
Social Media and Marketing Activities/Efforts (Participated by All)
1. Unified Hash-‐tags Amongst All Spirit Groups –Members of the different Spirit female groups will use the same hash-‐tags for any kind of Facebook, Twitter, Instagram Post! Such as: #realbeautyis #realbeautyUT, etc. Compile all videos and pictures with that hash-‐tag into a video at the end of the campaign to close it all off with a BANG
2. Campaign Facebook Page/Twitter/Instagram -‐ This will not only introduce our campaign on Social media but will: post campaign updates, post “learn to love yourself” tips, post campaign pictures (selfies, etc).
3. Unified Cover Photo and Profile Picture Design – For the entire Campaign (displaying the various activities going on that week, etc.) this would be the same design for all Spirit groups on campus!
4. Create Campaign Blog/Website – We will post information about what we are doing, what the Campaign is all about along with updates, upcoming dates, etc.
5. Video Campaign – Release a different video each week from the start of the
campaign.
a. Video #1: “Real Facts” • Take surveys this semester to have UT statistics available for
next semester • Stats presented in video • Surveys involve questions about perception of beauty,
personal confidence, etc.
b. Video #2: “Beautiful Role Models” • Realities of who girls look up to and what makes them
powerful • Intelligence vs. Physical Beauty
c. Video #3: “Beauty Takes a Second Look”
• Girls first identify what they perceive as their “flaws” • Erase those flaws and write beautiful things about
themselves • Video in coincidence with Tejas event
d. Video #4: “Celebrating Individual Beauty”
• Show the diversity of beauty throughout campus 1. Backgrounds 2. Hobbies 3. Majors 4. Etc.
Event Week – Events (Each one directed by one spirit group) 1. “Better than Barbie”/Magazine Cover Photo Booth – Decorate a box to look
like a Barbie box, girls would get in and take a picture inside the box (outside the box it would say better than Barbie) and the girls taking pictures inside would be holding a sign that says because ________(their answer). The magazine cover photo booth is the same concept. It is a photo Booth that looks like a magazine cover but different from the usual magazine covers with inspirational headlines. Compile these pictures for a video at the end of the campaign.
2. “Self-‐Care Workshop” – Beauty comes from within but taking care of yourself and your body is important. Having local businesses in the beauty market come in and give tutorials and speeches on living a healthy life, mental health professionals can speak on the importance of maintaining a balanced life, eating right, and taking care of your mind and self.
3. “Tejas Coffee Video Showing” – Show a video about real beauty and how it is
projected today to kick off the night. The video will be followed by a panel consisting of a female athlete, a faculty member, breast cancer survivor and minority female students. After the video have a large plywood board outside where paint balloons will be available to pin on it. Participants will be able to write what is holding them back from completely loving themselves on these balloons, pin it on the plywood board and then pop it to symbolize the breaking of their hold-‐backs.
4. “Real Beauty Production” (W/ Applicable Presentations/Performances) –
A video will kick-‐off the event. After the video is presented a performance from Longhorn Singers will follow, followed by a performance by Giggle Pants on “Selfies”. After these two introductory performances we will have a presentation by Brave Face UT, a group dedicated to developing positive body images within the UT. After their presentation we will have personal stories planted throughout the audience where girls will get up and speak on their story. We will close the event with one last message and then a performance by the Ransom Notes.