The campaignforrealbeauty.com is literally that, a campaign. It aims to change the way that beauty is defined and depicted in the modern world - from ideal and stereotypical to diverse and real. It does this by showcasing beautiful women, who confound the ideal, and by encouraging public comment and debate. At its heart lies a poster campaign and a website, campaignforrealbeauty.com. But it extends beyond this. It includes the White Paper, a global research study exploring women's attitudes to beauty, PR, a shared initiative with Wal-mart, a touring photography exhibition and an educational programme for the young (Body Talk).

The White Paper was launched first. This global research study explored women's attitudes to their own looks. It was the basis on which we briefed journalists about Dove's brand campaign.The Photo Tour (photos of beauty by leading female photographers) then appeared in selected cities. The Body Talk programme went out to schools. It aimed to show young people that images of perfection are artifice, not real.Then the poster campaign, the PR and the website were launched. Finally, the Wal-mart programme was developed with the retailer after the campaign had launched.