Dove urges women to “Raise Your Arms” for change in its latest campaign

Dove, in collaboration with Ogilvy Singapore, unveils a new initiative titled “Raise Your Arms” aimed at addressing underarm shaming and boosting women’s confidence in the Philippines. The campaign celebrates the bravery of women who have taken a stand for change, making a difference in their communities and society at large.

“Raise Your Arms” is born from the acknowledgment of underarm shaming as a persistent issue that undermines women’s self-assurance and empowerment. According to the campaign, 8 out of 10 Filipino women refrain from raising their arms due to underarm insecurity. To empower them and enhance their confidence about their underarms, Dove aims to remind them of a simple yet impactful truth: Every time women raise their arms, they contribute to positive change.

“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.” said Bianca Cancellara, Global Vice President for Dove Deodorant.

The campaign is executed across multiple channels including visually striking outdoor posters and a strong digital presence on social media platforms. Using the hashtag #freethepits, Dove encourages women of all ages in the Philippines to join the movement and share their own moments of bravery and confidence. The campaign invites women to be ‘kili-kili proud,’ celebrating their underarms as a symbol of their strength and resilience.

“Raise Your Arms” differentiates itself by directly addressing a specific and longstanding cultural stigma, offering a platform for empowerment and change. By focusing on such a unique aspect of body positivity, Dove is fostering a more inclusive environment where women can feel proud of every part of themselves.

“In the Philippines, there’s an intense pressure to have perfect underarms. People might even be ridiculed for not conforming to this unrealistic beauty standard,” said Ria Ocampo, creative from Ogilvy.

“This was shocking to me when I explained it to people from other countries – it shows how deeply ingrained this toxic norm is in our culture. This campaign is a call to action for Filipinas! Let’s raise our arms high and reject the cultural stigma.”