News

Dove takes on the questions teen girls search on body image

Dove has taken another step in its long-running Real Beauty campaign, with the latest Australian element focusing on the internet search terms used by young girls which highlights the increasing prevalence of negative body image and eating disorders.

The campaign, titled ‘Searching’, was created by Sydney agency J Walter Thompson as part of Dove’s Self-Esteem Project, which has featured in many of Dove’s campaigns since the Real Beauty project’s inception in 2004.

Tessa Black, the senior brand manager for Dove’s parent company Unilever, said the campaign was created in the hope of “ensuring that the next generation of girls grow up enjoying a positive relationship with the way they look.”

A feature of the campaign is an online film titled “What is your daughter searching for?” It depicts a roomful of parents confronted with their daughters’ internet searches, asking questions about body image and cosmetic surgery.

The film conveys the emotional distance between young women and their parents when it comes to issues of self-esteem and body image.

Simon Langley, executive creative director of JWT said the campaign aimed to highlight the reality of the pressure faced by girls and where they looked for answers.

At face value what is your daughter searching for?’ talks to girls’ online searches, but the real lesson is about their emotional needs,” Langley said.

“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.”

The research was based on the responses of nearly 30,000 Australian girls aged 13-17 across a number of different studies.

Credits:

  • Client – Unilever
  • Vice President & Chief Marketing Officer – John Broome
  • Senior Brand Manager – Tessa Black
  • Gillian Choo – Assistant Brand Manager
  • Creative – JWT
  • ECD – Simon Langley
  • Copywriter – Giles Clayton
  • Art Director – Simon Hayes
  • Executive Planning Director – Angela Morris
  • GAD – Milly Hall / Ana Lynch
  • TVC
  • Director  – Cybele Malinowski
  • Production Company – Network
  • Online Film
  • Director – Online Film– Jack Naylor
  • Production Company – Collider
  • Producer: Amanda Slatyer for JWT Aineslee Littlemore for Collider
  • Editor – Alex Feegans
  • Post Production – Resolution Design
  • Audio Post Production – Sound Reservoir
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