Dove Campaign for Real Beauty Case Study

Jun 21st, 2015
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Alabama State University
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The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products, but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.”

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First Session Inaugral Address Resource Person Prof. R. P. BajpaiTopic Importance of original thought"In today's era where knowledge is power, utmost importance must be given to inculcation of original thoughts in the education system", said the Vice-Chancellor of Kurukshetra University Prof. R. P. Bajpai in the inaugural address to the 52nd Orientation Course organized by the UGC- Academic Staff College, K.U.K.Prof. Bajpai in his address stressed the need to change the methodology of teaching from simple lecture method to a Problem Identification and Solution process. He also highlighted some of the methods being followed in the I.I.T.s.In a world where knowledge generates wealth the teacher-student synergy can produce a super-energy, it can rule the world through knowledge, and this is probably one of the ways how we can make "saare jahan se accha Hindustan hamara", said the Vice-Chancellor in his motivating and inspiring address. Prof. K. L. Tuteja, Director Academic Staff College, K.U.K, in his welcome note emphasized the interactive ways of teaching and learning. He welcomed the 33 participants from various parts of the country specializing in varied disciplines to the 52nd Orientation Course. Dr. Sucheta, Deputy Director, A.S.C., gave the broader outlines of the 28-days course, which ends on the 13th of March 2008. The inaugural session ended with a vote-of-thanks by Dr. R. P. Grover, also Deputy Director, A.S.C. Thereafter in the first academic session

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