#FreeThePits
The concept behind “Raise Your Arms” stems from the recognition of underarm shaming as a persistent issue that diminishes women’s self-esteem and confidence. 8 in 10 Filipino women won’t raise their arms because of underarm insecurity. To empower them and help them feel better about their underarms, Dove, a longstanding advocate for real beauty and body positivity, wants to remind them of a simple yet powerful truth: Every time women raise their arms, positive change happens.
