Dove conducts Most Likely To campaign
By Rob Bale
Unilever Canada has begun a campaign for its Dove line of personal care products called “Most Likely To.” The campaign is timed to coincide with the 20th anniversary of the brand’s Dove Self-Esteem Project. The initiative will include a free one-hour in-classroom online presentation called “Dove Day” on Oct. 10, intended to support the self-esteem of young people. Consumers can register online at <http://www.doveday.ca>. This is being preceded by a video that uses annotations in the style of a high school yearbook to address issue related to low body confidence. The video consists of personal stories from Canadian girls. Other elements of the campaign include a three-part segment on Breakfast Television, influencer activities and social media content.
“Body confidence is crucial, especially for young people who are negatively impacted by a narrow beauty definition seen in today's society,” said Divya Singh, head of personal care at Unilever Canada. “Dove Day is our opportunity to provide the resources and support needed to build this body confidence and self-esteem, ensuring that every young person can thrive both in and out of the classroom. We are so grateful to the brave young people who shared their real stories with us in our ‘Most Likely To’ film to help bring awareness to the extent of this issue.”