Dove: It's On Us by LOLA MullenLowe

Dove has infiltrated international casting calls with real beauty models and a message to encourage inclusion in its latest campaign ‘It’s on Us’.

Dove pledges that if a brand chooses one of their models, they will pay to cover the cost of the appearance fee.

Dove worked with Lola MullenLowe and different independent casting agencies to develop this groundbreaking challenge. Models across various collectives and backgrounds were hired to participate.

'#ItsOnUs' furthers Dove’s commitment to drive change and empower women by striving for an inclusive representation of beauty.