Page 36 - English in Media Discourse

C. Case studies of successful media campaigns for social
change

Here are some successful media campaigns for social change
based on the provided search results:
1. Dove's Real Beauty Sketches Campaign: Dove's
campaign aimed to make women feel good about
themselves by addressing negative chatter on social media.
The campaign sought to change the narrative and make
social media a more positive experience for women. This
case study demonstrates the potential for social media
campaigns to promote positive societal change and
challenge negative norms 79.

2. Under Armour's "I Will What I Want" Campaign:
Under Armour's video featuring professional ballerina
Misty Copeland dancing to a voice recording of her
rejection from a ballet academy aimed to empower women.
The campaign went beyond promoting products and used
social media marketing to promote social change,
highlighting the potential for brands to leverage their
influence for positive impact 80.

3. P&G's "Like a Girl" Campaign: P&G's campaign
challenged gender stereotypes and worked towards gender
equality. The multi-channel campaign, which ran on social
media channels as well as TV, depicted boys and girls
defying gender stereotypes, demonstrating the power of
media campaigns in promoting social change and
equality 81.

4. Bumble's 360-Degree Campaign: Bumble's campaign
promoted kindness in dating, garnering over 1 billion
impressions. This case study showcases the potential for
social media campaigns to drive positive behavioral change
and promote kindness in social interactions 82.