Dove Use Oscars Campaign to Combat Twitter Abuse
Positive Trending
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The Academy Awards are this Sunday, and as with all other
major broadcast events these days, social media is going to blow up like Slim
Pickens.
In the same way that most of the social media activity during the Super Bowl pertains to the ads and half-time entertainment, rather than the
game itself, during the Oscars people tend to be more fussed about who is
wearing who than anything else.
That’s all well and good, but with Twitter being what it is,
a lot of really, really horrid
things, mostly aesthetic in theme. This year, in keeping with their themes of
equality and demisting the lens of body image, Dove has unveiled the #SpeakBeautiful
campaign. It doesn't pertain specifically to the Oscars, with the below advert
encouraging everyone to Tweet positively about appearance to buck the trend of
negativity.
During the award ceremony, Dove are going to be implementing
Twitter tools to single out specific negative terminology and then they will use
their account to counter them with unstoppable waves of good vibes. Or
something. The initiative will carry on past Oscar night and for the rest of the
year, all things being equal.
This could not have come at a more appropriate time, Twitter
has come under fire for the sheer volume of abusive content that has appeared
on the site recently, to the extent that the CEO has publically apologised and
promised that more stringent action will be taken in future.
Callum Davies
Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @CallumAtSMF
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Dove Use Oscars Campaign to Combat Twitter Abuse
Reviewed by Unknown
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Friday, February 20, 2015
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Reviewed by Unknown
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Friday, February 20, 2015
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