The cynic in me will find it easier to believe the advertisements if they were sponsored by a non-profit organisation, rather than a commercial company such as Dove.
A company with shareholders exist primarily to make money (a selfish motive) and is it fair to those shareholders if the company throws money away without expecting some boost to its profits in the end? I’m sure it won’t hurt its parent company Unilever if the feel-good element wins them more customers.
To be practical, non-profits will not be able to afford such a campaign. I can live with some hypocrisy if it achieves some good. At the very least the campaign raises awareness of this issue.