red ▁around ▁a ▁series ▁of ▁bill board ▁advert is ements , ▁initially ▁put ▁up ▁in ▁the ▁United ▁Kingdom , ▁and ▁later ▁world wide . ▁The ▁sp ots ▁show c ased ▁photograph s ▁of ▁regular ▁women ▁( in ▁place ▁of ▁professional ▁models ), ▁taken ▁by ▁portrait ▁photograph er ▁An nie ▁Le ib ov itz . ▁The ▁ad s ▁invited ▁pass ers - by ▁to ▁vote ▁on ▁whether ▁a ▁particular ▁model ▁was , ▁for ▁example , ▁" F at ▁or ▁Fab " ▁or ▁" W r ink led ▁or ▁Wonder ful ", ▁and ▁the ▁results ▁of ▁the ▁votes ▁dynamically ▁updated ▁and ▁displayed ▁on ▁the ▁bill board ▁itself . ▁Ac company ing ▁the ▁bill board ▁advert is ements ▁was ▁the ▁publication ▁of ▁the ▁" D ove ▁Report ", ▁a ▁corpor ate ▁study ▁which ▁Un ile ver ▁intended ▁to ▁"[ create ] ▁a ▁new ▁definition ▁of ▁beauty ▁[ which ] ▁will ▁free ▁women ▁from ▁self - d ou bt ▁and ▁encou rage ▁them ▁to ▁em brace ▁their ▁real ▁beauty ." ▁ ▁The ▁series ▁received ▁significant ▁media ▁coverage ▁from ▁talk ▁shows , ▁women ' s ▁mag az ines , ▁and ▁main stream ▁news ▁broadcast s ▁and ▁publications , ▁generating ▁media ▁expos ure ▁which ▁Un ile ver ▁has ▁estimated ▁to ▁be ▁worth ▁more ▁than ▁ 3 0   times ▁the ▁paid - for ▁media ▁space . ▁Following ▁this ▁success , ▁the ▁campaign ▁expanded ▁into ▁other ▁media , ▁including ▁a ▁series ▁of ▁television ▁sp ots ▁( F lip ▁Your ▁W igs ▁and ▁the ▁Pro - Age ▁series , ▁among ▁others