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By Gillian West, Social media manager

October 2, 2014 | 2 min read

Dove is building on its self-esteem programme with a new short film revealing the effects women talking about their beauty and body image has on younger girls around them.

Dove: Legacy, created by Ogilvy London and Ogilvy Paris, highlights the importance of having a positive body image and passing that onto the next generation.

In the film mums and their young daughters are shown individually writing two lists – what they like about their bodies and what they don’t. In comparing the lists the similarities between mothers and daughters show how role models pass on their beauty feelings to those around them.

“Whether she is a mother, aunt, coach, teacher, or sister, every woman has the opportunity to make a difference to a girl’s self-esteem. By talking about our bodies in a positive way, we can help the next generation of girls grow up to be happy and content, free from the pressure of beauty stereotypes and the burden of self-doubt,” explained Lucy Attley, Dove UK brand director.

The film follows research of 2,000 UK women aged 30-35 who have a relationship with a girl aged 7-17 in which over a third (34 per cent) of women admitted that their child has mimicked their negative beauty behaviours with 69 per cent saying their child has seen them engaging in negative body language habits.

In order to build self-esteem Dove is encouraging women to use the hashtag #FeelBeautifulFor to pledge their positive beauty legacy and share who in their life inspires them. The Unilever brand has also created a range of self-esteem building materials and activity guides for women to discuss with young girls (7-17) to help improve their body image.

Last month (September) Dove launched the ‘Mindful Me’ guide to help girls be more mindful whilst building their self-belief as they grow up.

Beauty Ogilvy

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