No to underarm shaming
How this new campaign on underarm confidence empowers women
Stigma surrounding underarms has persistently impacted women’s selfassurance and morale in diverse societies, including the Philippines. Often, cultural norms and unattainable beauty standards contribute to the stigmatization of natural underarm features. These often perpetuate feelings of shame and insecurity among women. Studies suggest eight out of 10 Filipino women avoid raising their arms due to these feelings of insecurity. Hoping to erase the stigma, Dove has put out a bold campaign aimed at eradicating the stigma surrounding women’s underarms.
As far back as 2004, Dove worked to be a trailblazer in reshaping beauty standards and uplifting women worldwide. From its iconic beauty bar to its ongoing campaigns, Dove has consistently advocated for real beauty and inclusivity. This dedication to portraying women truthfully and fostering body confidence is evident in initiatives like the Dove Real Beauty Pledge and the Dove Self-esteem Project.
Acknowledging the pressing need to confront this pervasive issue, Dove has initiated a campaign that honors instances when women courageously raise their arms to advocate for change, thereby making a lasting impression on their communities and society as a whole. The campaign, displayed through outdoor posters and across digital and social media platforms with the hashtag
“#freethepits,” extends an invitation to Pinays of all ages to join the movement to be proud of their underarms.
“We firmly believe that every woman deserves to exude confidence and empowerment in her own skin,” shares Dove Deodorant global vice president Bianca Cancellara. “Our campaign transcends societal norms, empowering women to #Freethepits and refuse to let underarm anxiety hinder their potential.” Ann Esteves, Unilever Philippines’ business lead for personal care also shared her sentiments. “We are immensely optimistic about the transformative impact of this campaign on women throughout the Philippines. Through collective action, we possess the power to challenge harmful stereotypes and foster a more inclusive society where every woman feels esteemed and embraced.”
We firmly believe that every woman deserves to exude confidence and empowerment in her own skin. — Bianca Cancellara, Dove Deodorant global vice president