Dove's beach campaign ties in with its longstanding push towards making people feel comfortable in their own skin; the brand wants more bodies to be able to enjoy the beach and 'find their place in the sun.'
Besides practical issues like unsuitable chairs, the beach is often associated with an idealized body image. And that can be intimidating or downright inaccessible for people who don't conform to those norms. Since many brands contributed to creating exclusionary notions of who belongs on a beach, they now have a chance to make good. Whether that's working with local governments to make favorite hangouts accessible to all, organizing sports events with adaptive equipment or training staff on inclusivity.
Dove wants to create 'um verão democrático de verdade' — a truly democratic summer. Opportunities galore for extending that into an egalitarian autumn, unbiased winter and equitable spring ;)
