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"I'M FINE"

DOVE SELF-ESTEEM PROJECT

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We uncovered the truth behind these two seemingly innocent words

PROBLEM

Low self-esteem in kids is a global epidemic, a condition that can lead to many serious mental, physical and social conditions, even suicide. As the world’s biggest educator of self-esteem, Dove needed a way to enlighten parents and give them the tools to help their kids.

INSIGHT

When parents ask their daughter how she is, the answer is typically “I’m fine”.
Parents know this is often not the full story, but are usually not aware of what they are really feeling.

IDEA

In partnership with Cartoon Network we used the power of animation and music to uncover the truth behind these seemingly innocent words, and for the first time brought to life the feelings and pressures hidden inside the minds of real girls from around the world.

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We then gave parents the tools to help their daughters build
self-esteem, along with content on Cartoon Network that helped kids directly.

CAMPAIGN CASE STUDY

BRINGING IT TO LIFE

FILMS

USA

BRAZIL

FRANCE

MEXICO

ITALY

GERMANY

DIGITAL & SOCIAL

RESULTS

12.8M 

kids' lives helped

impressions

1.3B 

266M 

online views

99% 

positive sentiment

8053% 

more downloads of educational material for parents to help their kids