Dove is taking its mission to help Canadian girls feel good about themselves to a higher ground. This time, the Unilever-owned brand is spreading its message with an OOH effort downtown Toronto.
Two billboards and two vinyl ads in a busy part of downtown Toronto reveal statistics on how body images issues prevent girls from participating in sports.
The creative drives passersby to the brand’s Facebook page where consumers can learn more about Dove initiatives.
The out-of-home materials are part of a larger integrated campaign called “Girls Unstoppable” that will include television, in-store materials and social media.
The goal of the campaign, according to a release, is to “help spark conversations between moms and mentors and girls on body image issues, before it’s too late.” As such, Dove is encouraging girls and women across Canada to share their “unstoppable stories” through social media sites using the hashtag #GirlsUnstoppable to encourage girls to pursue the activities they love. There is also an online tool available for moms and mentors to help girls deal with body image issues.
“Women across Canada have more power than they realize to shape a positive future for the girls in their lives,” said Sharon MacLeod, vice-president of marketing for Dove Canada, in a release.
“We want to help them realize that girls want them to play this role and to empower them by giving them the tools to start this dialogue today,” she said.
The campaign’s television commercials launch later this week, while additional portions of the campaign will roll out in the coming weeks. Ogilvy developed creative for the campaign, Mindshare handled the media buy, Capital C developed in-store support and Harbinger managed PR.
Photography by Pam Lau
