To move 96% of women to believe they are more beautiful than they think, the Real Beauty sketches campaign had to provoke women emotionally. With a limited media budget, the campaign depended on a powerful direct response; a response so strong it would make women feel different about themselves and thereby inspire them to share with others around the world. Like a spark that would light a thousand fires, our social experiment ignited the integrated campaign by touching a nerve amongst women and starting a global conversation about real beauty.
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