Dove Canada took to Twitter last night in an effort to change the message around the trend of females posting self-critical messages during events like yesterday’s Victoria’s Secret Fashion Show, which aired at 10 p.m. on Global Television in Canada.

With work from Mindshare Canada on media, Ogilvy doing creative and Harbinger on social and PR, the execution is the latest iteration of the brand’s Dove Positive change campaign. Last night the campaign was activated by brand ambassadors sending positive tweets to women across the country in response to negative ones they posted during the broadcast of the Victoria’s Secret Fashion Show, like “#VSfashionshow Bye self esteem” to “we are counting down to celebrate real beauty tonight” back at the users.

In addition to the Twitter conversation, the brand also posted promoted Tweets with the hashtag #DovePostiveChange and posted a video highlighting last night’s interactions.

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