Campaign For Real Beauty
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Campaign For Real Beauty






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Campaign For Real Beauty Campaign For Real Beauty Presentation Transcript

  • The Dove Self-Esteem Fund
    A Campaign for Real Beauty
    Emily Aitken
    SMAD 256
  • Beauty
    The definition of beauty had become limiting and unattainable, as if only thin, young and blonde were beautiful.
    Dove found that current, narrow definition of beauty was having a profound affect on the self-esteem of women:
    • Only 2% of women around the world describe themselves as beautiful
    • 81% of women in the U.S. strongly agree that “the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve.”
  • Not only women but girls too…
    • 7 in 10 girls believe they are not good enough
    • 75% of girls with low self-esteem reported engaging in negative activities such as disordered eating, cutting, bullying, smoking and/or drinking
    • 57% of all girls have a mother who criticizes her own looks
    • 34% of girls with low-self esteem believe that they are not a good enough daughter
  • The Self-Esteem Fund
    The Dove Self Esteem Fund was created in 2006 to educate and inspire girls to a wider definition of beauty and help them with a stronger sense of self esteem.
    Partners: Girl Scouts of America, The Boys and Girls Club of America, and Girls Inc.
    Your purchase of any Dove product helps build self esteem. Enter your Dove UPC and select a charity. $1 will be donated to inspiring self-esteem programs.
    Girls redefining Beauty in their own words
  • Who is helping?
    The Fund Advisory Board
    • Team of experts from University professors to Clinical Psychologist all over the world
    • Members give their time for free
    • Explain how societal trends affect women everywhere
    • They feel passionate about raising female self-esteem and strengthening feelings on body-image
    As well as other Volunteers and Parents
  • Who is it reaching?
    Girls Pre-teens and Teens ages 8-17, as well as their mothers, mentors and/or guardians
    So far Dove has reached over 3.9 Million lives through the Dove Self-esteem Fund
    Their goal is to reach 5 Million by 2010
    The Advisory board’s objective: is to guide Fund resources in the most efficient/effective way to reach millions of girls.
    “Talk to your daughter before the beauty industry does.”
  • How?
    Girls Only Interactive Zone on the
    • Self-esteem workshops and online tools for moms, mentors and girls
    • Downloadable True You! Workbooks
    • Host your own self-esteem workshop
    • Create your own self-esteem bubble
    Become a Fan on Facebook
    • Discussion boards, video and wall posts
  • “Onslaught”
    A viral film that dramatically depicts the constant barrage of beauty images that girls absorb every day.
    Both visually and emotionally powerful
    The film is a wake-up call for anyone concerned about the factors that impact self-esteem in young girls.[cp-documentid=8354359]/
  • Inside a Workshop
    Feedback from the girls and the experts
  • What works?
    Positive self-image for girls ages 8-17
    Shows us that unrealistic beauty ads do affect how these girls view and compare themselves to models and celebrities
    Thought provoking ads (“Onslaught”)
    Local organizations for face-to-face interaction
    Encouragement of mother-daughter involvement
  • What doesn’t work?
    Do 8 year olds really go online? Availability of Mothers/Mentors to help?
    Accessibility of Cable/Internet connection globally
    More dependent on online than off-line activities
    The 2008 Workshop tour only involved 20 major cities
    Availability of local organizations in certain cities/states
  • Thank You!