Dove campaign shows moms how they influence their daughters’ body image
Screengrab from Dove’s latest “Legacy” ad campaign.
Dove is continuing its efforts to foster self esteem in women with its new “Legacy” campaign, which shows how much mothers can influence their daughters when it comes to body image.
In the short film, created by Ogilvy Paris, mothers and their daughters are asked to create a list of physical features that they like about themselves, along with a list of features they don’t like. It’s easy for the moms to think of what they dislike: “My eyes are wonky.” “My bingo arms.” “I have very big legs.” Their young daughters, it turns out, dislike the same parts about their own bodies.
“How I feel about myself really affects how she feels about herself,” one mother says in the film.
“Self worth — it is an echo. It can echo from me and then from them to others,” another mom says.
Dove launched the campaign in timing with the Fifth Annual Self-Esteem Weekend, which took place last weekend at the United Nations. As part of the campaign, Dove is partnering with organizations around the country to offer self-esteem-boosting resources for women online and in person. Dove also created a social media campaign asking women who they #FeelBeautifulFor.
“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,” Jennifer Bremner, Dove’s director of marketing said in a release. “Dove has long been dedicated to fostering positive self-esteem in women and girls, and we invite all women to join us in making a difference to the next generation by ensuring their own beauty legacy is a positive one.”
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