{"id":114239,"date":"2017-10-13T14:57:00","date_gmt":"2017-10-13T19:57:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/dove-manage-make-racist-mistake\/"},"modified":"2024-12-31T07:12:38","modified_gmt":"2024-12-31T12:12:38","slug":"dove-manage-make-racist-mistake","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dove-manage-make-racist-mistake\/","title":{"rendered":"How did Dove manage to make the same racist mistake\u2026again?"},"content":{"rendered":"<p>Getting called out for creating a racist ad once, is unacceptable and embarrassing. But being accused of making the same mistake, again, is quite frankly&#8230;mind boggling.<\/p>\n<p>At the start of this week, personal care brand Dove, owned by Unilever, was shamed into pulling a three second ad that it had made for its US Facebook page, due to claims that it contained racist content. The ad featured a black woman pulling her t-shirt off to reveal a white woman underneath, which was captured and shared via social media, and rapidly went viral.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11448\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/10\/1-2.png\" alt=\"\" width=\"586\" height=\"764\" \/><\/p>\n<p>What the image didn\u2019t show was that the full ad featured five women of different ethnicities, with one morphing into another. Yesterday, the black face of the campaign, Lola Ogunyemi, spoke to BBC News and defended the ad, claiming the controversy had taken it out of context. She claimed the campaign was instead &#8220;supposed to be about all skin types deserving gentleness&#8221;, and said she \u201cknew the concept and understood what they were trying to do creatively\u201d. However she admitted she wasn\u2019t aware of the order in which the women would be featured, which turned out to be the defining factor.<\/p>\n<p>Regardless of creative intent, which the company said was \u201cto convey that Dove body wash is for every woman and be a celebration of diversity, there is no denying that the ad shows a black woman turning into a white women, with a prominent image of Dove soap in the foreground. This begs the question, why didn\u2019t anyone at any stage in the creative process see how this ad would be interpreted. How could one of the world\u2019s leading pharmaceutical brands get it so wrong, again? Based on past history, surely every possible interpretation of the ad should have been rigorously considered. In 2011, it ran a campaign showing a three women of different ethnicities with a label \u201cbefore\u201d over a black woman and \u201cafter\u201d over a white woman, which again, no one spotted.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d71dc7caf70'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d71dc7caf70');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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The group also said within a statement that it was reviewing its internal review processes for making and approving social media ads \u201cto prevent us making this type of mistake in future\u201d.<\/p>\n<p>But is this enough? Speaking to the Financial Times, Mary Harding, managing director at communications agency Tangerine, said: \u201cThe fact that this isn\u2019t the first time Unilever has been called out for not portraying women of colour \u2018thoughtfully\u2019 raises wider questions about its creative process and what consumer testing was put in place ahead of the social ad going live.\u201d<\/p>\n<p>As one tweet posted during the debacle said:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11450\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/10\/3.png\" alt=\"\" width=\"811\" height=\"892\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Of course Dove isn\u2019t the first brand to come under fire for causing racist offence with its advertising, and it certainly won\u2019t be the last. But let\u2019s hope that Unilever had finally learnt its lesson. As with any social media firestorm, it has certainly placed Dove front of mind among consumers this week, and it will be interesting to see the impact this has on sales.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Getting called out for creating a racist ad once, is unacceptable and embarrassing. But being accused of making the same mistake, again, is quite frankly&#8230;mind boggling. At the start of this week, personal care brand Dove, owned by Unilever, was shamed into pulling a three second ad that it had made for its US Facebook [&hellip;]<\/p>\n","protected":false},"author":96,"featured_media":114241,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-114239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How did Dove manage to make the same racist mistake...again? | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dove-manage-make-racist-mistake\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How did Dove manage to make the same racist mistake...again? | DAC\" \/>\n<meta property=\"og:description\" content=\"Getting called out for creating a racist ad once, is unacceptable and embarrassing. But being accused of making the same mistake, again, is quite frankly&#8230;mind boggling. At the start of this week, personal care brand Dove, owned by Unilever, was shamed into pulling a three second ad that it had made for its US Facebook [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dove-manage-make-racist-mistake\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2017-10-13T19:57:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-31T12:12:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/HOW-DID-DOVE-MANAGE-TO-MAKE-THE-SAME-RACIST-MISTAKE\u2026AGAIN.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"347\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"gwarner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg\" \/>\n<meta name=\"twitter:creator\" content=\"@DAC_group\" \/>\n<meta name=\"twitter:site\" content=\"@DAC_group\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"gwarner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dove-manage-make-racist-mistake\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dove-manage-make-racist-mistake\/\"},\"author\":{\"name\":\"gwarner\",\"@id\":\"https:\/\/www.dacgroup.com\/en-gb\/#\/schema\/person\/79e608df2f6e9c16586962c2843bdd79\"},\"headline\":\"How did Dove manage to make the same racist mistake\u2026again?\",\"datePublished\":\"2017-10-13T19:57:00+00:00\",\"dateModified\":\"2024-12-31T12:12:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dove-manage-make-racist-mistake\/\"},\"wordCount\":527,\"publisher\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-gb\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dove-manage-make-racist-mistake\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/HOW-DID-DOVE-MANAGE-TO-MAKE-THE-SAME-RACIST-MISTAKE\u2026AGAIN.jpg\",\"articleSection\":[\"Strategy\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dove-manage-make-racist-mistake\/\",\"url\":\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/dove-manage-make-racist-mistake\/\",\"name\":\"How did Dove manage to make the same racist mistake...again? 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