Noreen Farooqui, writer, copywriter, behavioural scientist, strategy, strategist, University of Toronto, English, business psychology, behavioural economics

Campaign for Real Beauty: Body & Soul

In an effort to change the way society thinks about beauty and aging, Dove collaborated with acclaimed Canadian playwright, Judith Thomson on a play about Real Women. Women ages 45+ with no acting experience were invited to bare their souls on stage by speaking about their bodies.

The play, Body & Soul encouraged women across the country to write a letter to themselves, detailing how they felt about a specific part of their body. Winning submissions were awarded the opportunity of reciting their letter in the spotlight. Out of over 2,000 submitted letters, 13 women were selected. What’s more, our Dove Play microsite received 60,000 unique visits in 9 months.

I was the writer on this project. From crafting the Dear Body letter to solicit entries from women, to working with the Art Director on creating a visually appealing microsite that balanced copy and art, we successfully captivated our audience of women ages 45+.

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