2007, authentic beauty campaign
WHAT
A campaign to talk to all women and promote the value of authentic beauty, which has no age: it is precisely fifty-year-old women who influence the self-esteem of the new generations.
WHY
Because “I am too young to be old”: this is the motto of the over-fifties from all over the world, who responded to the Third World Research on Beauty promoted by Dove, revealing their need to be seen and represented for what they really are, active women, committed, and fascinating, and no longer based on obsolete stereotypes.
HOW
A research on female beauty and the role of the over 50 curated by the Institute for the Study of Public Opinion, directed by the sociologist Renato Mannheimer; a photographic exhibition by the photographer Gianmarco Chieregato with protagonists Dalila Di Lazzaro, Ornella Muti and Anna Orso together with ordinary women and exhibited in corso Vittorio Emanuele 2 to demonstrate that beauty has no age; a debate open to citizens and sponsored by the Municipality of Milan at the Octagon, moderated by Renato Mannheimer and Barbara Palombelli.
Jesurum