The on-line film documented how women across the world consider their beauty by urging them to choose between two doors. A dynamic end frame gave also viewers the power to reclaim their own definition of beauty.  A Tumblr page served as the destination for all women who made a choice between beautiful or average and featured a global counter updated in real time. #ChooseBeautiful was #1 branded on-line film for 2 weeks; it reached over 120 million views, 5 billion impressions, 675K shares and 145K social mentions. Tumblr visits exceeded 3.7 million. Over 600K women made their choice on-line and 75% of them chose beautiful. The print campaign used form to increase association with neighbouring articles. On Metro, the two sides of the ad surrounded an article headlined "I was bullied for not being as pretty as mum Demi (Moore), says Rumer" – strongly chiming with Dove's "beautiful is a choice" message.