Women didn't realize the damage their body washes could be doing to their skin. The main reason is that you can't actually see the damage because it happens gradually over time. We needed to give them that sudden realization. We needed them to open their eyes and go "Wow, I'm doing that to my skin? This has to stop!". Our Scratch Card gave women that realization. They inadvertently scratched skin right off and only then did they realize the message behind the scratch card.

The goal of this campaign was word of mouth. We wanted the news to spread and that is why it was shared with influential bloggers. In the end we increased Dove Body Wash’s Share of Conversation by 14% pts to 93% (13% pts over objective), we reached 1.8 million impressions with the help of the BlissDom bloggers, @DoveCanada was trending in Canada (a first for any Dove campaign, we received over 200 tweets from women telling us why they wanted to switch to Dove Body Wash and we increased our Dove Twitter by 7%.