As part of its Real Virtual Beauty platform, Dove is working with its partners across the gaming industry, including Epic Games’ Unreal Engine’s education team and Women in Games, to battle beauty stereotypes and equip the next generation of young creators and players with the tools to build self-esteem and body confidence.
In the campaign by creative agency LOLA MullenLowe, the brand pushes forward with its goal for better representation in gaming with a short film that depicts the life of a video game character once the game is over.
Following her triumphant defeat of an alien, the character heads backstage to her changing room, where she appears uncomfortable with her overly sexualized appearance.
But she’s not having any more of that.
According to LOLA Mullenlowe, The campaign was inspired by a new research study from Dove, in association with Women in Games, showing that 60% of girls and 62% of women feel misrepresented in games. It also found that over one-third of young girls self-esteem is negatively impacted by the current lack of diversity, and 74% of women wish for more inclusivity in female video game characters.
The film is based on the real story of Cinthia Dalama, whose 3D avatar is available to download on Dove’s #RealVirtualBeauty website.
“Although the games industry has made significant strides to become more inclusive, progress needs to be accelerated to challenge the narrow definitions of beauty still visible in the virtual world,” said Leandro Barreto, Dove Global Vice President.
“Together without partners, we hope to make a real impact on the millions of women and girls who spend their free time playing games.”