DOVE: INTERNATIONAL WOMEN’S DAY

Dove has been celebrating women for over 60 years, so a charitable campaign around National Women's Day is a perfect fit.

I decided to focus this part of the campaign on a specific retailer–Walgreens–due to their gradual rebrand to becoming a beauty and wellness destination. 

The campaign is simple: This International Women's Day, turn the power of women's unique and bold stories of womanhood into charitable donations to further support and empower women around the globe.

Digital kiosks in store will allow shoppers to take a photo or video of themselves and share their story about what makes them a strong, unique woman. They'll receive a coupon for sharing their story on social media, and, if they make a purchase using that coupon, Walgreens and Dove will make a charitable donation to a women's organization. Both scripted and unscripted UGC content can be used across both Walgreens' and Dove's social platforms, and the campaign will generate great PR buzz, making it a win for the retailer and the brand. Shoppers will feel good knowing that, just by purchasing their favorite Dove products, they've helped women in need.