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Dove Use Oscars Campaign to Combat Twitter Abuse

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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 on Friday, February 20, 2015 Rating: 5
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