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
      http://dove.msn.com/#/cfrb/
    • 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 www.campaignforrealbeauty.com
      • 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.
      http://dove.msn.com/#/features/videos/default.aspx[cp-documentid=8354359]/
    • Inside a Workshop
      Feedback from the girls and the experts
      http://www.dove.us/#/makeadifference/video.aspx/
    • 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!