Dove is looking to tackle the issue of low self-esteem in girls, with a powerful new campaign highlighting what teens are searching for online.
The campaign, called 'Searching', was developed by J Walter Thompson and is centred on an emotional film which uses insights gained through research by Dove on the search history of Australian girls.
JWT ECD Simon Langley says while at face value the campaign might be about online searches “ but the real lesson is about their emotional needs”.
“Dove’s research shows that girls use the internet to research body confidence issues rather than talk to their parents. As a result, this is a question that most parents simply don’t know the answer to,” Langley says.
“Australian teens and families are already bombarded with messages about beauty, so Searching was specifically developed to cut through that noise to generate some important discussion about low self-esteem – and present the reality in a way that hits home.”
Dove is also launching The Dove Self-Esteem Project which aims to change the way women and girls perceive beauty. In Australia Dove has partnered with Coles to reach 100,000 Australian children through the project and its existing partnership with The Butterfly Foundation.
Unilever senior brand manager Tessa Black says: “Dove is well known for its stance on Real Beauty challenging the perception of women in media based on the belief that beauty should be a source of confidence, and not anxiety. But few people know that Dove is also committed to ensuring that the next generation of girls grow up enjoying a positive relationship with the way they look.
“The Dove Self-Esteem Programme goes into school to help kids find greater self-esteem and realise their full potential. We hope Searching generates some important family discussions, and ongoing support of this important dove self-esteem programme.”
