Brand Campaign: The Self-esteem Project

1. Dove
BY - KIRTI MISHRA

2. The Dove Self-Esteem Project is a Campaign that was created from a vision where beauty is a source of
confidence, not anxiety. they’ve reached over 20 million young people with self-esteem education,
Their mission is to ensure that the next generation grows up enjoying a positive relationship with the way
they look, helping young people raise their self-esteem and realise their full potential.
They have partnered with leading experts in the fields of psychology, health and body image to create a
programme of evidence based resources including parenting advice to help young people form healthy
friendships, overcome body image issues and be their best selves.
THE SELF ESTEEM PROJECT

3. Platforms used :
● Facebook
● Instagram
● Twitter
● Youtube Channel .
Attached below is a Youtube video published on Oct 8,2018 as a part of self esteem
Project https://youtu.be/ABhTaFWIrO4

4. Dove’s global campaign has taken many forms since it first launched nearly 15 years ago,
but it has become more than a campaign since it has been extended into a corporate
mission.
#RealBeauty: A lot of brands preach it nowadays, but Dove was a pioneer that helped bring
self-esteem and self-love into marketing.
The company has began independent research on self-esteem that it has used in its
television and print advertising as well as its social campaigns, and its website features
resources to educate consumers of all ages on issues related to self-esteem, bullying, the
online world, and more.
What Dove did :
:

5. Hashtag campaigns, including #RealBeauty, #NoLikesNeeded, and #SpeakBeautiful have
encouraged users to show off their inner beauty. And after discovering that 70 percent of
women dont feel to be represented in advertising,, the company pledged to stop retouching
all photos used in its marketing by 2019.

6. Why it worked
In 2018, Dove began a two-year collaboration with Cartoon Network’s Steven Universe
“to take on body confidence and self-esteem issues.” The first video in the series,
published to Cartoon Network’s channel in July 2018, has more than 2 million views,
103,000 likes, and 9,500 comments—many of them wildly positive.
The link has been attached , https://youtu.be/ewyYsQ1vNtU
AdAge judges unanimously named Dove’s Campaign for Real Beauty one of the top 100
campaigns of the 21st century so far in their 2015 survey.

7. CONCLUSION
Dove, a global brand owned by Unilever, has been creating powerful, engaging
campaigns around self-esteem for years. This way they are engaging to public and are
realistic bringing about positive change with a corporate commitment that they have .
People have become confident in accepting their flaws which was a motive of thier
campaign #real beauty #Self Esteem campaign and has even shared their powerful
stories over various social media platforms and as a part of Dove stories that has not
only encouraged other women but have made them even more stronger

8. Facebook page reference about the campaign and the Consumer Connect

9. THANKYOU!