One of my favourite and most memorable campaigns is the Dove 'real women' campaign which advertises include 'real women' with curves, wrinkles, acne, freckles etc to gain a 'real' audience. Its very light hearted in its approach, but gives a strong message to women everywhere. The extent of its advertisement is something I want to attain, I will look at the range of media the campaign goes across to try and achieve the same.
We developed the Dove Self-Esteem Programme (DSEP) to make real changes to the ways women and girls perceive and embrace beauty.
Too many girls develop low self-esteem from hang-ups about looks and, consequently, fail to reach their full potential in later life. The DSEP was established as an agent of change to inspire and educate girls and women about a positive relationship with beauty. The DSEP is committed to help girls strengthen self-esteem and build a healthy body image. Specifically we want to reach 15 million girls globally by the end of 2015, with educational interventions lasting at least an hour. We are over halfway there and have reached over 800,000 in the UK.
The DSEP is a global project, made up from a network of local country initiatives linked in strategy and direction by a global Advisory Board. In each country, the DSEP supports a specific charitable or educational organisation to help foster self-esteem.
In the UK, Dove has created educational tools with two key partners. We have worked with beat, the UK's only national charity supporting people affected by eating disorders, their families and professionals who treat them. There are at least 1 million people in the UK directly affected by an eating disorder. Young people between 14 and 25 years old are at greatest risk. Approximately 20% of those who become seriously ill may die prematurely. The work carried out by the Dove Self-Esteem Programme and beat is focused specifically on preventative work, aiming to help strengthen body confidence. Together we have created the Self-Esteem Workshop Guide for Teachers, an educational workshop for 11-14 year olds that aims to give pupils the tools to build positive self-esteem and provide a platform for group discussion on image-related concerns.
Working with Girlguiding UK, we have created the Self-Esteem Activity Guide for Youth Leaders, which aims to inspire girls to feel better about themselves and their bodies. We have also developed a Discussion Guide for Mothers and Activity Guide for Mothers and Daughters, working with top psychotherapist Dr Susie Orbach.
Why is Positive Self-Esteem so Critical?
The DSEP is a global project, made up from a network of local country initiatives linked in strategy and direction by a global Advisory Board. In each country, the DSEP supports a specific charitable or educational organisation to help foster self-esteem.
In the UK, Dove has created educational tools with two key partners. We have worked with beat, the UK's only national charity supporting people affected by eating disorders, their families and professionals who treat them. There are at least 1 million people in the UK directly affected by an eating disorder. Young people between 14 and 25 years old are at greatest risk. Approximately 20% of those who become seriously ill may die prematurely. The work carried out by the Dove Self-Esteem Programme and beat is focused specifically on preventative work, aiming to help strengthen body confidence. Together we have created the Self-Esteem Workshop Guide for Teachers, an educational workshop for 11-14 year olds that aims to give pupils the tools to build positive self-esteem and provide a platform for group discussion on image-related concerns.
Working with Girlguiding UK, we have created the Self-Esteem Activity Guide for Youth Leaders, which aims to inspire girls to feel better about themselves and their bodies. We have also developed a Discussion Guide for Mothers and Activity Guide for Mothers and Daughters, working with top psychotherapist Dr Susie Orbach.
Why is Positive Self-Esteem so Critical?
Experts agree that self-esteem directly impacts the lives of adolescent girls. The statistics are clear:
e.g.:- 60% of girls worldwide avoid certain activities due to feeling bad about their looks (Source: Dove global study 2010)
- Looking at fashion magazines for just 60 minutes lowers the self-esteem of over 80% of girls (Source: Dr. Raj Persuad, Consultant Psychiatrist at London’s Maudsley Hospital) - 63% of girls would rather be a men’s magazine model than a doctor, teacher or nurse. (Source: TheLab, 1000 girls aged 15-19)
- 30% of UK pupils often “worry about the way I look” (Source: Source: Ofsted’s Tellus 3 survey 2008)
e.g.:- 60% of girls worldwide avoid certain activities due to feeling bad about their looks (Source: Dove global study 2010)
- Looking at fashion magazines for just 60 minutes lowers the self-esteem of over 80% of girls (Source: Dr. Raj Persuad, Consultant Psychiatrist at London’s Maudsley Hospital) - 63% of girls would rather be a men’s magazine model than a doctor, teacher or nurse. (Source: TheLab, 1000 girls aged 15-19)
- 30% of UK pupils often “worry about the way I look” (Source: Source: Ofsted’s Tellus 3 survey 2008)
According to Professor Nicola Rumsey at the Centre for Appearance Research, body image issues are implicated in:
- the uptake of smoking (particularly in girls),
- disordered eating (binging, purging & extreme food restriction in girls; protein powders & steroids in boys),
- alcohol use (to reduce inhibitions around body image in social situations),
- exercise avoidance (fears about wearing revealing clothes).
So, helping our young people to grow up with body confidence equips them with an important skill for life.
- the uptake of smoking (particularly in girls),
- disordered eating (binging, purging & extreme food restriction in girls; protein powders & steroids in boys),
- alcohol use (to reduce inhibitions around body image in social situations),
- exercise avoidance (fears about wearing revealing clothes).
So, helping our young people to grow up with body confidence equips them with an important skill for life.
In 2010, Dove commissioned its biggest global study ever “The Real Truth about Beauty Revisited”. This study revealed some shocking statistics:
• 53% of girls in the UK
• 22% didn’t go to the beach or pool.
• More than 1 in 5 girls in the UK
• 16% didn’t offer an opinion.
• 1 in 10 didn’t go to the doctor.
• Nearly 1 in 5 didn’t go on a date.
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