Dove seeks to counter the tendency for sportswomen to be
rated in terms of their looks and/or the clothes they wear,
inviting visitors to the site to “change the story” by responding to
previously tweeted press and media quotes that reduce sportswomen
to sex objects judged only by their appearance.

Gideon Amichay: “We have seen different types of tracking real-time
media. The idea is usually to take care of a small communication problem
before it gets HUGE. This time, it’s the opposite – pointing at a small
annoying media comment and making a huge embarrassment out of it.
Well done. Well Dove!”