Dove Teaches Young Girls Self-Esteem

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By: Dwayne W. Waite Jr.

A cultural movement can take many forms. It starts with an idea that our society is not where it is supposed to be. Then, slowly but surely, we begin to see signs that there is something big to come. First, advertisers, fashion show coordinators, and photographers were held to the fire for altering the images of models so much that they look totally unrealistic. Then, a fashion show in Spain announced that they will not allow models who looked unhealthy or severely skinny to walk their runways. Later, a viral video came out that showed the world the process of turning a "regular" looking woman into a covergirl.

Then the Dove "Natural Beauty" campaign came out. A cultural movement was well on the way and Dove took advantage of it. The campaign went over amazingly. And Dove is not done.

On March 24th, Dove launched a self-esteem initiative dedicated to encourage young girls and women to foster a healthy relationship with their own self-image and beauty. This effort was created by Ogilvy & Mather and will start in the UK, on TV, package promotion and in-store activity.

According to research done by SIG, 53 percent of girls in the UK avoid activities like going to a beach or pool (22%), physical activity or exercise (20%), or visit a doctor (10%). Dove's self-esteem program has been running in schools, and the company has been conducting workshops with the Beat Eating Disorders Association in the UK.

Dove hopes to reach one million people by the end of 2012 with this campaign.

There are campaigns like this that remind us of why we got into advertising in the first place. Dove is using its position as a beauty product to send a positive message to its key audience. Will its revenue improve? More than likely, but if it does it will be an awesome byproduct. The main goal is to teach young women that they should have confidence in themselves, and to stop avoiding activities that they would otherwise enjoy for the sole reason that they don't like how they look. Teaching young women that they don't have to look like a model, and they should be comfortable in their own skin, is a positive message. Period.

A cultural movement doesn't have to be drastic. It can be slow, patient, and methodical. Changing society's view of how women "should" look won't happen overnight.

But when it does, it will be a beautiful thing.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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