The Dove Self-Esteem Project comes from the idea that beauty should be a source of inspiration and self-confidence and not a reason for uncertainty. Dove’s mission is to ensure that the next generation grows up with a positive image of themselves and their appearance and to help them improve their self-esteem so that they can get the best out of themselves.
But social media harms the self-esteem of young girls. That’s why we wanted Belgian girls to gain more self-confidence by making them realize that what they see on social media is not always real.
Our goal is to educate the next generation on self-esteem and body confidence. Because 4 out of 10 girls are so concerned with the way they look that they opt out of important activities. From playing sports and swimming to visiting the doctor, going to school or just offering an opinion, anxiety about their looks can keep girls from living their life to the fullest. Dove wants to change this and ensure the next generation has a positive relationship with the way they look.
What we did.
In collaboration with iVOX, we conducted a survey on the self-confidence of Belgian youngsters between 8 and 15 years old. The study showed, among other things, that 49% of girls would like to change something about their appearance. Social media play an important role in this matter: 1 in 4 girls who use social media, actually feel pressured to be perceived as “pretty” online. The study also put forward the importance of the girls’ moms in this issue. When moms feel confident about themselves, girls will be more inclined to feel confident as well.
To make our press strategy even more impactful, we collaborated with two experts: Anne Cornut, co-owner of Maison Slash, mommy blogger and mother of 5 and Chrystelle Charlier, projectmanager digital marketing, body confidence blogger and mother of a daughter of 13.
We communicated the study results to national press and pitched interviews with both Anne Cornut and Chrystelle Charlier to lifestyle media.
In addition, we set up the influencer campaign #proudtobehermom. We created a unique set of t-shirts for moms and their daughters, to encourage the self-esteem of young girls through social media.
We did not only collaborate with 10 well-known Belgian mommy influencers, such as Tiany Kiriloff, Liesbeth De Puysseleir and Sandrine Dans, but we also targeted 20 less well-known mommy influencers to make a statement.
What we got.
Journalists were very enthusiastic about this project, which resulted in a total of 9 articles in print media, such as DH Mag, Het Laatste Nieuws, Dag Allemaal and Knack Weekend, and a total of 10 articles on news websites, such as Flair, So Soir, Marie Claire and RTBF.
The ambassadors of the campaign created inspiring, engaging content and we easily found 20 influencers who were enthusiastic to participate in the campaign, without even having to be reimbursed. This resulted in a total of 174 mentions online.