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Dove’s bold subway takeover encourages travelers to #FreeThePits


By Audrey Kemp, LA Reporter

August 21, 2023 | 3 min read

Displayed in ‘the pits of New York,’ the self care brand’s latest work celebrates body positivity ahead of New York fashion week.

dove #FreeThePits campaign

Dove's #FreeThePits campaign takes over NYC subway stations until September 16 / Credit: Dove

New York heat scorches on in the days leading up to fashion week, leaving many women feeling self-conscious about their underarms and hindering them from dressing their best.

A new #FreeThePits campaign, released by Unilever-owned personal care brand Dove today, aims to shed women everywhere of these insecurities. As fashionistas travel into the city on the subway, they will be surrounded by untouched images of confident women embracing their underarms in their light, dark, shaved and stubbly glory.

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The creative work, appropriately placed “in the pits of New York,” will dominate several subway stations, from 42nd St. Times Square to 34th St. Herald Square, from August 21 until September 16.

#FreeThePits, created in partnership with creative agency Ogilvy, is informed by new Dove research, which found that eight in 10 women don’t like how their armpits look, feel or sweat. Another six out of 10 women admitted to judging others for their armpits.

It also builds on Dove’s previous commentaries on toxic beauty trends, like the ‘Self-Esteem Project’ from May, which examined the effects of weight loss content and #KeepTheGrey, its anti-ageism campaign from last August.

dove #FreeThePits campaign

On September 7 from 9am to 6pm ET, the brand is also hosting an interactive pop-up in Chelsea Plaza, where attendees will receive a ‘Dove Pit Kit,’ which includes one free MetoCard and a 0.5oz Dove Advanced Care Antiperspirant.

dove #FreeThePits campaign

The brand has encouraged consumers to join the movement of rejecting negative armpit stereotypes by sharing their stories on social media and tagging @Dove and #FreeThePits.

Seeking more creative campaigns? Check out The Drum’s Ad of the Day and Creativity sections.

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