The Dove Self Esteem Project has been working for several years on promoting women’s self esteem and demystifying the beauty myth. Recently, this mission was extended to children. According to the brand’s research, 6 out of 10 girls stopped doing something they love because they felt uncomfortable with their appearance. Lisbon agency TORKE+CC was asked to introduce the Dove Self Esteem Project in Portugal for the very first time and generate awareness among adults about the impact that their behavior may have on children’s self esteem. The agency created a carbon paper ad, a press ad in Pais & Filhos parenting magazine, challenging readers to test their memory by writing down the worst thing they remember being called in their childhood. A pen was provided on the page. What readers didn’t know was that a piece of carbon paper underneath the page would lead to their word being imprinted on the shirt of a child on the next page with the accompanying text, “Words Mark Children Forever”.
