Spotted! Dove Canada calls out body-shamers

The beauty brand has a real-time billboard that draws attention to media outlets focusing on the appearance, rather than the skills, of female athletes.

Despite it being 2016, there are still media outlets that report on the appearance of female athletes, rather than their athletic abilities.

With the Rio Olympics less than two weeks away, Dove Canada is calling out those media reports with a new animated billboard at Yonge-Dundas Square in Toronto. The digital screen shows a female athlete playing her sport, and then blurs her appearance when the media quote, like “she’s also a total smokeshow,” appears.

With media from Mindshare, Ogilvy on social media and Razorfish New York on creative, the OOH board is part of Dove’s global “#MyBeautyMySay” campaign.

Billboards carrying the same message are also live in New York City and Los Angeles.

Canadians are encouraged to respond to the media comments online at and to tweet directly on social media platforms using #MyBeautyMySay.

In a PR push to drive eyeballs to the billboard (arranged by Harbinger), consumer media representatives interviewed Canadian female figure skater Tessa Virtue and model Winnie Harlow about their experiences yesterday in Toronto.

The brand also partnered with the Yummy Mummy Club for a Twitter party and Facebook Live post.

The billboards will be live for one month in Toronto, New York City and Los Angeles.