Feeling beautiful is a personal choice women should feel empowered to make for themselves, every day.

According to a study conducted by Dove, 96% of women said they wouldn’t choose the word “beautiful” to describe themselves — although about 80% said there is something beautiful about them.

This new short film by Dove was created for its #ChooseBeautiful campaign. It encourages women around the world to think about their beauty and reconsider the choices they make about their beauty. The company put up signs that said “beautiful” and “average” above the entryways of shopping centers in five cities — San Francisco, Shanghai, Delhi, London and Sao Paulo — and filmed as completely random women contemplated about which door to enter. What happens in the clip reflects data that shows how the majority of women view their appearance.

Dove is no stranger to powerful, inspiring ads. We recently fell in love with their campaign that encouraged young girls to feel proud about their curly hair. Choose Beautiful is no exception, and I have no doubt this video will go viral.