They’re baaack! Yep, it’s time for another installment in the latest in a series of Dove videos which are now widely known (and emulated by other brands) for creating conversations about body image in mothers and young women.
The beauty brand has successfully infiltrated pop culture, mainstream society and consumerism with their decidedly different take on body image. They want to empower women, and not feel like their customers are being exploited to make a buck. Yes at the end of the day they are a business and are in it to make money, but their method of caring about their female customers has proven to be a winning formula.
They started a conversation about “real beauty” more than ten years ago, and their ‘Real Beauty Sketches‘ video to date is the most-watched piece of advertising on Youtube, with over 64 million views.
Their latest video is called ‘Legacy’ which is part of the Self Esteem project they have launched to offer insight, resource and confidence to women and their daughters. Dove research has shown that when girls have a positive role model, they are less likely to let anxieties about their looks hold them back.
In the video below, we see a group of mothers being asked to express what they are most insecure about on their bodies. Then they are given a piece of paper and shown what their daughters hate most about their bodies, and almost all of the mothers see their girls have the same insecurities as them. It’s a little confronting to know how much of an impact a mother’s body image issues can have on a young girl, but it is also meant to be encouraging.
Because if the negative is so easily passed down to the next generation, then so can the positive!
Dove have released this video in time for their 5th Annual Self-Esteem Weekend taking place at the United Nations on October 10-12. The brand will ignite an inspiring conversation on beauty legacy and self-esteem with Jess Weiner, Dove Global Self-Esteem Ambassador, Ruby Karp, an influential voice on girls’ issues and social media, and Gabi Gregg, body image role model and blogger behind the site Gabi Fresh.
Dove believes all women have a role to play in setting a positive example for the next generation by expressing their own beauty with confidence.
“Whether a mother, aunt, coach, teacher, or sister, all women can set a positive example for the next generation by expressing their own beauty with confidence,” said Jennifer Bremner, Director of Marketing, Dove. “Dove has long been dedicated to fostering positive self-esteem in women and girls, and we invite all women to join us in making a difference to the next generation by ensuring their own beauty legacy is a positive one.”
So far Dove’s Self Esteem project has reached 14 million women and girls and they plan to increase that to 15 million by the end of 2015, by continuing to offer programs and workshops in conjunction with organizations around the US such as Boys and Girls Club of America, Walmart, Girl Up, and Girl Scouts.
You don’t have to physically be part of the event at the United Nations to make a difference in your life and in the life of your daughter, or friend, sister, aunt, mother etc. Self-esteem is something that we all have in common and the power lies within us to see what we are truly worth. All Dove is doing is offering some great insight and helpful tools to aid us in our journey.