Dove launches campaign to support self-esteem programme

By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, 23 March 2012, 11:39AM

Dove, the Unilever-owned skin care brand, is launching its latest self-esteem initiative tomorrow (24 March), with an ad campaign that encourages girls and women to have a positive relationship with beauty and themselves.

Dove: unveils latest self-esteem campaign on TV this weekend

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The campaign, created by Ogilvy & Mather, forms part of a £1.6m drive and breaks on TV, supported by an on-pack promotion and in-store activity.

The ads will carry the strapline, "Together we can make a difference. Dove brings self-esteem education to girls".

Ali Fisher, brand manager of Dove Skin, Unilever UK, said the brand hoped to create a "step change" with the new campaign.

She said: "At Dove, we are passionate about our social mission and want to continue our support to help young girls and women develop a positive relationship with their bodies."

The 2012 Dove self-esteem programme aims to tackle women and girls' attitudes towards themselves, following research released by SIG, which showed 53% of girls in the UK have avoided certain activities because they feel bad about their looks.

The research also found that 22% of girls won't go to the beach or pool, while 20% have avoided physical activity or exercise, and one in 10 will not go to the doctor.

Dove's self-esteem programme has previously run in schools, engaging with more than 800,000 people in the UK, and has invested £250,000 to run one-hour workshops in partnership with the Beat Eating Disorders Association.

The brand aims to reach one million people by the end of 2012 through the new campaign.

Dove relaunched its hand and body range globally last June, with a supporting campaign created by Ogilvy.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

This article was first published on campaignlive.co.uk