The campaign, created by Ogilvy & Mather, forms part of a £1.6 million drive and breaks on TV, supported by an on-pack promotion and in-store activity. The ads will carry the strapline, ‘Together we can make a difference. Dove brings self-esteem education to girls’.
Ali Fisher, brand manager of Dove Skin, Unilever UK, said the brand hoped to create a ‘step change’ with the new campaign.
She said: ‘At Dove, we are passionate about our social mission and want to continue our support to help young girls and women develop a positive relationship with their bodies.’
The 2012 Dove self-esteem programme aims to tackle women and girls’ attitudes towards themselves, following research released by SIG, which showed 53% of girls in the UK have avoided certain activities because they feel bad about their looks.
The research also found that 22% of girls won’t go to the beach or pool, while 20% have avoided physical activity or