In a new advertising campaign, Dove is making women choose between identifying as beautiful or as average — and its message is quite powerful.

The campaign, which is meant to inspire women across the world to view themselves as beautiful no matter what they look like, placed entrance labels in front of doors in Shanghai, San Francisco, London, Sao Paulo, and Delhi. One doorway was labelled “Beautiful,” and the other “Average.” The company then filmed women walking in and out, to see what they’d be more likely to pick.

Interestingly, the campaign showed that more women picked “Average” — the more humble choice, of course. If faced with that decision, what would you do?

Dove was likely inspired by a recent survey that found that 96 percent of women don’t use the word beautiful to describe themselves, although 86 percent said they could see something beautiful about themselves. As a result, the company chose to roll out this campaign to have women view themselves differently — and in a more positive, confident way. In the video, women who chose the Average door ultimately felt average — and those who chose the Beautiful door said they felt empowered and triumphant. In short, beauty is a choice and it can make a big difference on the way you look at yourself and the world.

“Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves,” Dove said in a statement. “Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”