August 12, 2016
Dove asks ‘What is your daughter searching for?’
Dove has launched a powerful campaign highlighting the issue of low self-esteem among girls, via J Walter Thompson Sydney.
The campaign, called Searching, highlights what girls are searching for online from how to kiss a boy to can teens can get cosmetic surgery. It then asks parents a simple but 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 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,” explained J Walter Thompson’s ECD 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.”
Tessa Black, Senior Brand Manager, Unilever said: “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.”
Two 30” TVCs, plus an online film and 15” pre rolls were developed utilising insights gained through research by Dove regarding Australian girls search history. All executions are live from this week.
The TVCs can be viewed here:
Mei: https://www.youtube.com/watch?v=x8K8oNdxTZw and Ella: https://www.youtube.com/watch?v=WvFtTJS5NwE
The online film can be viewed here: https://youtu.be/dlCK660EwyE
Client – Unilever
Vice President & Chief Marketing Officer – John Broome
Senior Brand Manager - Tessa Black
Gillian Choo – Assistant Brand Manager
Creative – JWT
ECD - Simon Langley
Copywriter - Giles Clayton
Art Director - Simon Hayes
Executive Planning Director – Angela Morris
GAD – Milly Hall / Ana Lynch
Director - Cybele Malinowski
Production Company – Network
Director – Online Film– Jack Naylor
Production Company – Collider
Producer: Amanda Slatyer for JWT Aineslee Littlemore for Collider
Editor – Alex Feegans
Post Production – Resolution Design
Audio Post Production – Sound Reservoir
Media Agency – PHD
About the Dove Self Esteem Project
The Dove Self-Esteem Project (DSEP) is a commitment to making real changes to the ways women and girls perceive and embrace beauty. The project delivers self-esteem education to young people aged 8-17 years through lessons in schools, workshops for youth groups, and online resources for parents.
In Australia, Dove has been helping young people with self-esteem education since 2006 in partnership with the Butterfly Foundation, reaching more than 500,000 lives. Dove has an ambition to reach one million additional lives in Australia by 2020. To achieve this goal, Dove has recently announced a partnership with Coles to reach 100,000 Australian children with the Dove Self-Esteem Project. The partnership will engage customers with information about the Dove Self-Esteem Project and support the Butterfly Foundation to present the program in 150 schools.
DSEP resources available for parents see here: http://selfesteem.mydove.com.au/for-parents
DSEP resources available for teachers see here: http://selfesteem.mydove.com.au/syllabus-outcomes
To find out more or to access the Dove workshop materials go to http://selfesteem.mydove.com.au/
J Walter Thompson is part of WPP AUNZ, Australasia’s leading marketing content and communications group.
For more information contact:
Rebecca Tilly, WPP AUNZ PR, ph: +61 410 501 043