“I Do, As I Am” is an emotional brand film and campaign that challenges the pressure many women feel to lose weight before their wedding. It celebrates self-acceptance by showcasing real brides embracing their bodies and making intimate vows to love themselves as they are—culminating in the powerful line: “I say I do… to me.”
70%
of brides feel pressure to lose weight before their wedding.
A 2021 study by Cornell University.
campaign activation
To launch the campaign, Dove sent personalized wedding invitations to real brides-to-be, inviting them not to a wedding, but to a vow of self-love. This unexpected gesture served as the emotional trigger to introduce the film and open a wider conversation around body confidence and bridal beauty standards.
i do as i am ·
i do as i am ·