AD/JUDICATED: Dove's #RealMoms Campaign


“Dove has done it again,” I thought as I grabbed a box of tissues. With #RealMoms, their inspiring campaign to launch a new line of baby products, Dove pushes the conventional expectations of perfect parenting aside to show moms that no matter how you do it, you’re doing a good job. Sometimes that’s all a mom needs to hear to get through her day.

The 2-minute video serves as a pep talk given by moms with diverse lifestyles. They share the confidence they have in their unique parenting style, and tell you that you should too. No mommy-shaming in sight! Dove uses real insights to support their message, which makes a pat on the back for moms feel less like pandering and more like true empathy. Not once is the product mentioned, nor are they implying that using Dove products makes you a better mom. In fact, their message is in no way about the product itself, which is a strategy they also employed for the Campaign for Real Beauty with great success.

Their message hit home with me on multiple fronts. First, I’m a woman, with interests and aspirations. Being a mom is a part of that, but it’s not my identity. This was perfectly expressed by the woman who lives to breakdance and the woman who says that pursuing her passion as a rock climber makes her a better mom. I couldn’t agree more.

Second, their diverse choice of mothers to feature speaks volumes about what they stand for as a brand. Inclusivity! I was delighted to see a transgender mom sharing her point of view. “There’s no one way to do it all.” She’s right, and there is so much power in seeing more than the media’s cookie-cutter view of motherhood.

As a first-time mom, I can attest to the fact that the pressure to be a “perfect mom” was much greater than I expected, or heck, even just to be a good mom! We’re hard enough on ourselves, we don’t need a corporation pushing an extra slice of doubt cake in our direction. But as the #RealMoms tell us, there are so many ways to be a mom, so just do what you think is best.