Dove embarks on tour to promote healthy body image

Unilever brand Dove is kicking off its Be Real tour of the UK today (13 October) as part of its broader Be Real campaign, which is designed to change people's attitudes around body image.

The branded bus will visit three UK locations (@n2ocial)
The branded bus will visit three UK locations (@n2ocial)

A bus complete with Dove branding will first stop off at the Bullring in Birmingham, followed by Liverpool One tomorrow (14 October), and finally Westfield London on Friday (16 October). 

Passers-by will be invited to stop off at the bus to discuss what makes them feel body confident, with responses to be shared on social media with the #BeRealTour hashtag, to help encourage and inspire others. 

There will also be opportunities to receive free mini-manicures and hand massages, using Dove’s DermaSpa product range. 

Superdrug is demonstrating its support for the campaign by offering half-price Dove products within its stores, and the company's branding is evident on the exterior of the bus. 

Brand ambassadors from agency N2O will be on hand throughout the tour to educate members of the public about the campaign. 

Dove was prompted to establish the Be Real campaign following the release of the Reflections on Body Image by the All Party Parliamentary Group for Body Image. It aims to encourage people to focus on their health as opposed to appearance, and has garnered the support of schools, charities, businesses and public bodies. 

Dove kicked off a £3 million marketing campaign to promote its Invisible Dry deodrant product in June, with activity kicking off at Royal Ascot's Ladies Day.

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