Dove Hires Self-Esteem Experts to Counter Mean Oscars Tweets

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Tweet something mean about a female celeb's look on Oscar night and Dove might come after you. The beauty brand has joined forces with Twitter for a campaign called #SpeakBeautiful, Mashable reports. Dove will use special tech to comb through Twitter on Oscar night and flag negative tweets mentioning appearance and body image. Dove will then tweet back from its account with positive tweets, written by self-esteem experts.

The campaign is based on research that reveals that last year, women posted more than five million negative tweets about their own beauty and body image or someone else's, AdWeek notes. Dove created a video about #SpeakBeautiful that will air during red carpet coverage of the Oscars, when the world is most likely to send out mean-spirited tweets about Oscar dresses. See the video below: