Dove Girls Searching
Dove is running a new self-esteem advertising campaign focused on the online searches of teenage girls. Developed for the Australian market, the campaign includes two television commercials highlighting online search questions, ranging from how to kiss a boy to can teens can get cosmetic surgery. It then asks parents a simple but significant question, ‘what is your daughter searching for?”. An online mini-documentary explores further the role of parents in exploring life questions with their daughters.
“At face value ‘what is your daughter searching for?’ talks to girls’ online searches, but the real lesson is about their emotional needs,” explained J Walter Thompson’s ECD Simon Langley. “Dove’s research shows that girls use the internet to research body confidence issues rather than talk to their parents. As a result, this is a question that most parents simply don’t know the answer to. Australian teens and families are already bombarded with messages about beauty, so Searching was specifically developed to cut through that noise to generate some important discussion about low self-esteem – and present the reality in a way that hits home.”
Tessa Black, senior brand manager, Unilever said, “Dove is well known for its stance on Real Beauty challenging the perception of women in media based on the belief that beauty should be a source of confidence, and not anxiety. But few people know that Dove is also committed to ensuring that the next generation of girls grow up enjoying a positive relationship with the way they look. The Dove Self-Esteem Programme goes into school to help kids find greater self-esteem and realise their full potential. We hope Searching generates some important family discussions, and ongoing support of this important dove self-esteem programme.”
Dove Girls Searching Credits
The Dove Searching campaign was developed at JWT Sydney by executive creative director Simon Langley, copywriter Giles Clayton, art director Simon Hayes, producer Amanda Slatyer, executive planning director Angela Morris, general account directors Milly Hall and Ana Lynch working with Unilever chief marketing officer John Broome, senior brand manager Tessa Black and assistant brand manager Gillian Choo.
Media was handled at PHD.