This man is both brave and inspirational, and leads the pack when it comes to getting big brands to sit up and listen about the real effects of their marketing campaigns. They have a huge responsibility, and this man has turned his back on the industry and made it his mission to change the landscape radically, ensuring brighter futures, better mental health and healthier body image for girls like his two young daughters, who were the inspiration behind this life-changing U-turn.
But why did this successful marketer shun the industry that he had once been so successful within, in favour of criticising it and looking to radically alter the fundamentals of fashion and beauty marketing?
One night, one daughter asked him if he thought she was ugly. This changed his world forever.
Now, Seth Matlin aims to obtain as many signatures as possible on his Truth in Advertising Bill, which offers new hope for the self-esteem and body image of generations to come.
After Dove’s high profile campaign using ‘real women’ in adverts, and shunning airbrushing (remember that viral Youtube video in which the model started barefaced and finished up looking like a different person?), Seth wants them to join his campaign and sign the petition.
Whilst he isn’t outright accusing Dove of doing anything wrong or breaching their own principles , he wants to ensure that their message is as wholesome as they imply; and that none of their models have been airbrushed in any way.
Dove have yet to comment; hopefully this will be their next step in championing real women and combatting unrealistic ideas of beauty.