#Loeries2026 | The Dove Real TLC campaign: Not a pdf, but a life-saving impact
Every time this meme does the rounds on social media, the comments fill up with self-deprecating remarks from graphic designers and others in creative fields.
But now and then, a campaign comes along that challenges the stereotype.
For Dominique Baxewanos, creative director at VML South Africa, and her colleague, senior conceptual art director Hanro Manefeldt, that moment arrived in the form of a breast cancer awareness campaign for Dove.
It was an opportunity to do creative work that could, in fact, save lives. And it changed their creative process.
The Dove Real TLC campaign
The Dove Real TLC campaign was such an opportunity.
Early detection of breast cancer drastically increases your chances of survival.
But research revealed that only 5% of South African women regularly perform breast self-examinations, one of the most effective and most accessible ways to catch it early.
The campaign, in partnership with the Cancer Association of South Africa (CANSA) used habit stacking to turn the everyday ritual of applying body cream into a self-exam.
A life-saving impact
For Manefeldt, the idea that a piece of advertising work could potentially have such a life-saving impact felt profound.
“What if something I designed, like a simple print ad, a part of packaging or a social post, makes someone stop, think, get help, check themselves or change their behaviour?” he says.
“What if it helps one woman or one teenager? What if it genuinely saves one person's life? Then all those hours lying awake trying to crack a concept don't feel quite so ridiculous. In some small way, I really could be saving lives by doing the thing I love.”
The importance of shared values
This isn’t the team’s first rodeo making meaningful work for Dove. The brand has a long history championing women’s health and natural beauty; something Baxewanos enjoys about the partnership.
“There is a definite deference and respect for the legacy of the purpose the brand has built.
“The South African marketing team have a lot of love for their brand and are amazing partners. Their trust in us also adds a layer of responsibility,” she says.
“It definitely influences how I feel about the work,” Manefeldt agrees.
“When a brand permits you to talk about something bigger than the product, you feel a different level of responsibility to get the idea right.
“With Dove, I think there's an opportunity to ask, ‘What can this actually do for people?’ rather than simply, ‘What can we say about the product?’”
He adds that a campaign like this changes the creative process. “I start looking for an idea that can live in the real world, not just an advertising space.
“I think about the behaviour I want to encourage, what might genuinely be useful to someone and how the brand can play a meaningful role in that.”
Human first work makes an impact
Work doesn’t always have to be heavy and serious to be meaningful, though, notes Baxewanos.
“A radio script that makes someone laugh, a social short that makes someone tear up… all these things have meaning. It’s about human impact.”
Even the Real TLC campaign had an element of playfulness.
And Baxewanos points to the importance of a client-agency relationship built on trust and shared values in creating a campaign that caught the audience’s attention as well as influencing their behaviour.
“The brand’s willingness to push some boundaries and maybe ruffle a few feathers stood out for me,” she reflects.
“I love that Dove let us play with a brand asset so boldly. I mean, they let us turn the cream tub into a breast… in actual stores, not just a PR stunt no one gets to see in the real world.”
The reality is not glamorous
Advertising is often portrayed as glamorous in pop culture. The reality is often a lot more frantic and sleep-deprived.
But the opportunity to find human truths and tell stories that make people feel something makes even the “meetings about meetings” and 10 pm office hours worth it.
“I think that's probably why, after more than 20 years in advertising, I'm still here,” says Manefeldt.
Meaningful work matters
When you think of work that makes a positive difference in the world, advertising is unlikely to be the first industry that springs to mind.
“We're not saving the world e
very time we make a campaign,” says Manefeldt, adding that he often jokes that he’s just trying to sell a product, so why lose sleep over it?
“But when you get to work on something involving breast cancer, LGBTQ+ rights, mental health, GBV or bullying, the equation changes completely.”
“I need a reason to get out of bed every morning; meaningful work gives me that reason,” adds Baxewanos.
Dove Real TLC is up for a Loerie this week., Baxewanos doesn’t mention that. Instead, she has a more important message: “Breast self-exams save lives. Regardless of your gender expression, check in on your breast friends”.
Birdwatching at the Loeries
Listen out for more insightful stories from Loeries finalists and winners as well as jury presidents and members at the Loeries this week.
Episodes will be published daily during Loeries Creative Week via Bizcommunity's Media & Marketing platform and distributed across major audio networks including Spotify, Apple Podcasts, and Iono.fm.
You can find the latest compiled episodes and executive summaries directly via the Bizcommunity Loeries Hub.
- Official site: www.loeries.com, Facebook, Twitter, Instagram
- More info: Loeries Creative Week, Bizcommunity search, Google, Twitter
