The media team interpreted the creative idea and implemented it by folding the billboard and sewing a special fabric for girl to hold prior to hanging it. Therefore, the girl covering herself looked authentic and the part that covered her loosely moved with the wind.

To maximize the campaign, we had 4 other similar boards (with a graphic fold, unlike this special real one) all placed in main highways and intersections in Israel. Also, we advertised internet banners in prominent sites directing to dove's website, where they could read and receive help on the issue. All channels worked together strongly to emphasize the message and start the buzz we wanted.

The results showed us how much impact the media of a billboard has. All billboards, and particularly the main special one, created a buzz, and even better– a dialogue.

Over 20,000 people were exposed to the billboards every day, for two whole weeks. The picture of the billboard spread quickly in Facebook and blogs, generating debates and conversations.

Most importantly, during the time the billboard was up, over ten thousand mothers entered dove's website, spending an average of two minutes and twenty six seconds in it, reading about the subject and joining the conversation.