Dove tackles underarm taboos with NYC subway campaign

In the sweltering days before New York Fashion Week, Dove continues its celebration of real beauty and body positivity with an invitation to #FreeThePits. The campaign, on display in NYC's subways and Times Square, features ordinary women and female-identifying people of all ethnicities and body types, with — as the casting call described — "underarms of all styles: shaved, stubbly, hyperpigmentation, natural and untrimmed, hairy, and even dyed!"

Developed by Ogilvy, every #FreeThePits poster shows a woman seated or standing in a subway car with one or both arms lifted, along with questions like 'Troubled by stubble?', 'Does this underarm get under your skin?' and 'Uncomfortable? She isn't.' An accompanying stat underscores the campaign's raison d'être: six in 10 women confess to judging other women's armpits.