Dove challenges women's representation in gaming with new campaign

Dove has launched a new campaign to encourage more diverse female characters in video games and support girls with self-esteem education.

The Real Beauty in Games campaign, launched in partnership with Women in Games, Epic Games and Toya, will champion the authentic, diverse and inclusive representation of female characters in video games.

As part of this, Dove is launching Real Beauty in Games Training, which will invite game creators to help "reflect on the diversity we see in everyday life" and avoid contributing to stereotypes and biases in design.

Participants who have completed the course will have the opportunity to showcase their final works through the launch of an online Real Virtual Beauty character gallery.

Dove will also help to provide the next generation of creators and players with the tools to build self-esteem and body confidence through the launch of SuperU Story, the world’s first Roblox experience designed to deliver self-esteem education.

In addition, the brand plans to deliver a series of grants and awards to the best creators to fund and expand their work.

Leandro Barreto, Dove Global Vice President, said: “At Dove we believe that beauty should be a source of confidence, not anxiety, in every aspect of life, both real and virtual.

"As part of Dove’s social mission in confidence and self-esteem, we are taking steps to tackle negative stereotypes in the rapidly growing games industry. Through our work with Epic Games’ Unreal Engine education team, Women in Games, and alongside the launch of SuperU Story on Roblox, we hope to make a real impact on the millions of women and girls who are spending their free time playing games.”