Dove is using the extra day in February to help build girls’ self-esteem around the world.
On Feb. 29, the Unilever brand is conducting Real Beauty workshops, with the goal of reaching 10,000 young people globally.
“Having poor self image really causes girls to disengage from life,” said Alison Leung, marketing manager, Dove Self-Esteem Fund. “So if we can work with them, hopefully they will engage and will feel beautiful.”
In the Greater Toronto Area, employees from Unilever Canada, along with agency partners Ogilvy & Mather, Harbinger, Phd and Capital C, will conduct one-hour workshops with students 7-14. The workshops will give a behind-the-scenes look at photo shoots with testimonials from photographers and stylists. It’s designed to demonstrate the media versus the real world, said Leung.
Dove is also encouraging any interested Canadians to host workshops in their community. To get the word out, on Feb. 18 actress Rachael Leigh Cook and Canadian self-esteem expert Lisa Naylor will lead girls from a Vancouver middle school through a workshop. Dove will provide a free “Train the Trainer” CD/DVD for Canadians interested in hosting workshops.
A short film is being used by Dove to motivate employees globally to get involved. It shows young girls bringing their own chairs into a room in a pristine office building. A super reads, “On February 29, these children will meet an amazing teacher. You.”
