In a new short film created by Ogilvy London and Ogilvy Paris for skincare specialists Dove, body image is discussed in a frank and illuminating manner in an effort to promote positive body image to the younger generation of women. “Dove:Legacy” highlights not only the importance of personal positive body image, but how this image can be passed from mother to daughter. It follows research conducted by the brand that revealed a third of women aged between 30 and 35 had seen their daughters mimicking their negative beauty behaviours and that 69% had used negative language about their bodies in front of their children.
Dove – Legacy
The film (above) shows mothers and young daughters composing two lists; what they like about their bodies, and what they don't like about their bodies. The lists are then compared, revealing some incredibly obvious similarities, which prove how role models pass on their feelings about beauty to those close to them. Lucy Attley, Dove's UK brand director, said “Every woman has the opportunity to make a difference to a girl’s self-esteem.” She believes that “By talking about our bodies in a positive way, we can help the next generation of girls grow up to be happy and content, free from the pressure of beauty stereotypes and the burden of self-doubt.”
“Dove – Legacy” highlights not only the importance of personal positive body image, but how this image can be passed from mother to daughter
The film, which could be seen as a companion piece of sorts to the acclaimed “Beauty Sketches” ad (below), is part of the “Dove Self-Esteem Project,” which has helped more than 14 million people through body image education. The project is also encouraging women to use the #FeelBeautifulFor hashtag to spread positivity through social media by posting words of encouragement from people in their lives who inspire them to feel confident in themselves. The Unilever brand has also created a range of self-esteem related building materials and activity guides, which mothers can use to help discuss to help discuss body image with their daughters. The campaign has been launched ahead of Dove's fifth annual Self-Esteem Weekend, which will take place between the 9th and 12th of October at the United Nations.
Dove – Real Beauty Sketches
Jennifer Bremner, Dove's director of marketing, adds that “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.” She says “Dove has long been dedicated to fostering positive self-esteem in women and girls,” and they invite women everywhere to join them “In making a difference to the next generation by ensuring their own beauty legacy is a positive one.”
Official Ogilvy London Website
Benjamin Hiorns is a freelance writer and musician from the UK who has never had a problem with self-esteem issues because he's awesome. (It's all a front)
