Recently, to celebrate 20 years of building body confidence for young people, Dove Canada released a film “Most Likely To” as a call for young people to participate in a “Dove Day” workshop to address the issue of body image and lack of confidence among high school students.
Appearance is becoming an issue that children in Canadian schools are increasingly concerned about, even worried about. Data from the latest report “2024 The Real State of Beauty: A Dove Global Report” has shown that:
– 2/3 of Canadian female students stop participating in school activities due to lack of confidence in their appearance.
– 3/10 Canadian female students are willing to trade good grades for ideal appearance or weight.
– 6/10 Canadian female students aged 14-17 have refused to participate in social or public activities due to lack of confidence in their appearance.
Realizing the need to encourage confident beauty among young Canadians, Dove recently launched an Advertising campaign called “Most Likely To” (Roughly translated: The most capable person). Accordingly, the Brand launched a 2-minute commercial, conceived by Ogilvy – the world’s leading advertising company.
In the TVC, Dove told the story of girls who had to give up their hobbies, passions and dreams just because of their physical flaws such as “Most likely to hate school because of my ugly smile” good “Most likely to skip the gym because of my big, thick thighs”. The film draws on real stories from Canadian schools to convey the message of the impact of body esteem on the lives of young people. After all, Dove wants to affirm that true beauty only comes to those “most capable of loving themselves” and is determined to bring confidence back to Canadian schools.
Body image issues among young Canadians revealed in campaign
Also through this commercial, Dove introduced the workshop. “Dove Day” – where the brand invites educators, healthcare professionals, parents and students across Canada to share and build body confidence in young people. The event, which will take place on October 10, will be the first time children will participate in special classes designed to help students in grades 6 to 8 gain body awareness and confidence.
2/3 of girls do not participate in school activities because of body confidence
In addition, the conference will also focus on other important topics such as: the impact of Social Media on children’s perceptions of body image and ideal body image, as well as how to become confident with your own body. In addition to attending in person, Dove Day also launched a virtual conference room for people to easily follow wherever they are, with 2 languages available: English and French.
Divya Singh, Head of Personal Care, Unilever Canada said. “Body confidence is so important, especially for young people who are negatively impacted by the narrow Definition of beauty seen in society today. Dove Day is our opportunity to provide the resources and support needed to build this confidence and body respect, ensuring that every child can thrive both inside and outside the classroom. We are so grateful to the brave young people who shared their real stories with us in Most Likely To to help raise awareness of this issue.”
It is known that the “Dove Day” workshop is part of the project’s mission. “Dove Self – Esteem” – was launched by the brand in 2004. Since then, the project has reached more than 114 million young people worldwide by providing free resources and workshops. By 2023, “Dove Self – Esteem” aims to build body confidence for 250 million young people globally.
Dove Self – Esteem – a project to improve children’s self-confidence and body respect for the past 20 years
More than just a knowledge-sharing workshop, Dove has partnered with Kids Help Phone, Canada’s free, confidential, multilingual, electronic mental health counselling service for youth. Available 24/7, Kids Help Phone is a trusted resource for youth struggling with mental health issues in the school environment. This partnership ensures that young people across Canada have the right to share their concerns and receive timely support for any issues they may be facing, anytime, anywhere.
Summarize:
With the mission of honoring true beauty, Dove understands more than anyone else that confidence in the body and self is the truest “beauty”. Through “Most Likely To”, the brand has told the painful story about the body confidence of children in Canadian schools. Not only conveying the message through films, organizing the “Dove Day” workshop will also contribute to educating and building body confidence for each child in the school environment. Through that, Dove strongly reaffirms the motto “Real Beauty” for women of all ages.
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