Unilever readies Dove Sleepover for Self-Esteem promotion
By Adnews Staff
Unilever will resume an annual promotion called the “Dove Sleepover for Self-Esteem” for a second year this weekend. The initiative, developed by Capital C of Toronto, consists of a sponsored line-up of programming that will air nationally on YTV and W Network on May 2. The movies, interactive segments and advice segments are aimed at girls between the ages of eight and 14, as well as their mothers. “The Sleepover for Self Esteem will touch the lives of moms and daughters across Canada and in turn will continue to generate awareness for the Dove Self-Esteem Fund, which is critical,” said Tony Chapman, a partner at Capital C. Media was handled by PHD. Public relations are being conducted by Harbinger. A Quebec edition of the promotion will take place on Canal Vie and VRAK-TV on June 6.