DOVE Project Colour correct

For over a decade, Dove has been on a mission to young people all around the world build positive body confidence and self-esteem. This idea garnered positive feedback from the Dove UK team.

Insight: Many women are ashamed of the size they wear, wishing it were a smaller number.

Idea: Develop a new, universal sizing convention where each size correlates to a colour e.g. Size 8 = Lavender, Size 18 = Pomegranate etc. No big, small, good or bad, just a rainbow of beautiful colours and beautiful bodies.​​

Execution: We work with experts to create an inclusive sizing convention and reach out to brands to get involved. What starts with one brand could soon become the new norm at Zara, H&M and across the globe.

Pay-off: Clothing that doesn’t judge.

PR Potential: By completely redefining women’s clothes sizing, we target the problem where it begins for most young girls– in the changing room.