Dove Australia has worked with J Walter Thompson Sydney to create a powerful campaign highlighting the issue of low self-esteem among young girls.
Titled ‘Searching’, the campaign reveals what girls are searching for online from how to kiss a boy to can teens get cosmetic surgery. It then asks parents a simple, yet significant question, ‘what is your daughter searching for?’.
“At face value ‘what is your daughter searching for?’ talks to girls’ online searches, but the real lesion is about their emotional needs,” explained J Walter Thompson executive creative director Simon Langley.
“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.”
Unilever senior brand manager, Tessa Black, added that though Dove is well-known for its stance on ‘Real Beauty’ few know of its commitment to ensuring the next generation of girls grow up with a healthier relationship with the way they look.
“The Dove Self-Esteem Programme goes into schools to help kids find greater self-esteem and realise their full potential,” said Black. “We hope ‘Searching’ generates some important family discussions, and ongoing support of the programme.”
The campaign includes two 30” TV commercials, an online film and 15” pre-rolls which were developed using insights gained through research by Dove regarding Australian girls search history.