In Hungary, a pervasive anti-age sentiment dominated both media and society, implying that women over 45 were not fully integrated members of the community and that their concerns were inconsequential. Dove's innovative Pro-Age range emerged as a catalyst for change, not only addressing the unique needs of maturing skin but also challenging prevailing attitudes towards aging and beauty. FleishmanHillard Café took on the multifaceted mission of not merely promoting this groundbreaking product line, but also fostering a societal shift that celebrates the wisdom and grace of maturity. By redefining beauty care concepts, the campaign aimed to cultivate a more inclusive and appreciative perspective on aging, empowering women to embrace their evolving beauty with confidence and pride.

The campaign, which ran from September 2007 to April 2008, was strategically divided into two phases to maximize its impact. The initial lead-up phase focused on engaging opinion leaders and raising public awareness about this provocative issue. Nóra Szily, the campaign's ambassador, conducted insightful interviews with credible, well-known individuals over 45, which were subsequently published in leading lifestyle newspapers. To further amplify the message, we sponsored the "Women in the spotlight" event at the Ludwig Museum, providing an opportunity for both press and public to experience the product firsthand. The activation phase aimed to reach a broader audience through extensive media exposure, featuring a 15-stop nationwide roadshow called KORHATÁRTALANUL (~without age limit) in collaboration with women's organizations, with each stop garnering press coverage. We also selected three ordinary women to serve as pro-age concept ambassadors at each campaign event, adding authenticity to our message. The campaign culminated in the publication of a book titled "Ők a nők" (They are the women), compiling the previously published interviews, which was unveiled at a major press event on Women's Day, featuring the celebrities interviewed. To round off the campaign, we organized expert-led press conferences addressing specific issues relevant to this age group, ensuring a comprehensive and impactful approach to our message.

The Dove Pro-Age campaign achieved remarkable success, surpassing all expectations and delivering exceptional results. Sales volume goals were tripled, with Pro-Age products becoming bestsellers in 2008. The campaign's impact extended beyond commercial success, generating 144 publications. Nóra Szily’s book, "ŐK A NŐK" (THEY ARE THE WOMEN), which explored the relationship between aging women and society, secured a spot in Libri's top 10 bestseller list. The campaign's innovative concept, developed by FleishmanHillard Café, was implemented across six countries, garnering international recognition. This initiative targeting women aged 45-59 earned a Silver Effie Award in 2009, acknowledging its creative excellence, marketing effectiveness, and achievement of advertising objectives. Furthermore, the campaign's outstanding public relations strategy led to its shortlisting in the prestigious international Excellence Awards in 2008, solidifying its status as a transformative force in challenging societal perceptions of aging and beauty.