Manila, Philippines – In a bit to combat underarm shaming and promote confidence across Filipinas, Dove has launched a new campaign initiative called “Raise Your Arms”, which celebrates the courage of women who have raised their arms for change, impacting their communities and the broader society.
The initiative, conceptualised alongside Ogilvy Singapore, stems from the recognition of underarm shaming as a persistent issue that diminishes women’s self-esteem and confidence. 8 in 10 Filipino women won’t raise their arms because of underarm insecurity.
To empower them and help them feel better about their underarms, Dove, a longstanding advocate for real beauty and body positivity, wants to remind them of a simple yet powerful truth: Every time women raise their arms, positive change happens.
The campaign is executed across multiple channels including visually striking outdoor posters and a strong digital presence on social media platforms. Using the hashtag #freethepits, Dove encourages women of all ages in the Philippines to join the movement and share their own moments of bravery and confidence. The campaign also invites women to be ‘kili-kili proud,’ celebrating their underarms as a symbol of their strength and resilience.
Moreover, “Raise Your Arms” differentiates itself by directly addressing a specific and longstanding cultural stigma, offering a platform for empowerment and change. By focusing on such a unique aspect of body positivity, Dove is fostering a more inclusive environment where women can feel proud of every part of themselves.
Bianca Cancellara, global vice president for Dove Deodorant, said, “We firmly believe that every woman deserves to exude confidence and empowerment in her own skin. Our campaign transcends societal norms, empowering women to #FreeThePits and refuse to let underarm anxiety hinder their potential.”
Meanwhile, Ria Ocampo, associate creative director at Ogilvy, commented, “In the Philippines, there’s an intense pressure to have perfect underarms. People might even be ridiculed for not conforming to this unrealistic beauty standard. This was shocking to me when I explained it to people from other countries – it shows how deeply ingrained this toxic norm is in our culture. This campaign is a call to action for Filipinas! Let’s raise our arms high and reject the cultural stigma.”
