Companies like Dove utilizing their own finances to foster diversity in advertising strategies of other brands

Infiltrating casting attempts through innovative means by the cosmetics brand

, and Administrator

2025 September 14 . 1:53 AM

1 min read

Dove fundedly spearheaded inclusivity in other brands' advertisements via self-financed efforts.

Companies like Dove utilizing their own finances to foster diversity in advertising strategies of other brands

In a bid to address the persistent issue of under-representation in media and advertising, Dove has partnered with agency LOLA MullenLowe Madrid for an international initiative titled "It's on Us." This ongoing campaign, which infiltrated global casting calls, aims to increase representation and support models from a diverse pool.

As of 2021, 70% of women still do not feel represented in media and advertising. Recognising this significant need for more inclusion, Dove has been taking steps to make a change. In 2019, they collaborated with Getty Images on the #ShowUs initiative, which aimed to address the need for more diversity in stock photo collections. The initiative has grown over the years, and its impact is evident.

Dove's "It's on Us" initiative engages models such as Francisco Henriques and Alma Jodorowsky. By offering to pay the appearance fees of models chosen by casting directors, the campaign could potentially incentivize more casting directors to choose diverse models. The strategy is a step further in Dove's advocacy for diversity, which extends beyond the modeling industry.

The initiative is not a one-time offer but is likely ongoing. Dove's commitment to diversity is clear, and they continue to encourage brands not to refuse models from its diverse pool. This proactive approach could lead to a more inclusive future in media and advertising.

Despite the growth of the #ShowUs initiative, the issue of representation in media and advertising persists. Dove's "It's on Us" initiative is a testament to their continued efforts to combat this issue and create a more equitable world for all.