Dove: BUILDING SELF ESTEEM CHARACTERS

Credits & Description:

Advertiser: UNILEVER - JERÓNIMO MARTINS
Agency: TORKE+CC
Category: Publications
Advertising campaign: BUILDING SELF ESTEEM CHARACTERS
Creative Director: André Rabanéa (Torke/Cc)
Art Director: Daniel Machado (Torke/Cc)
Planner: Diogo Teixeira (Torke/Cc)
Intern: Gabriele Donada (Torke/Cc)
Illustration: Gonçalo Viana
Creative Director: Hugo Tornelo (Torke/Cc)
Copywriter: Nuno Trindade (Torke/Cc)
Producer: Soraia Silva (Torke/Cc)
Intern: Vanda Gomes (Torke/Cc)
Producer: Frederico Ferreira (Torke/Cc)
Copywriter: Zeynep Rabanéa (Torke/Cc)
Art Director: João Pereira (Torke/Cc)
Planner: Mariana Figueiredo (Torke/Cc)
Intern: Martine Jakobsen (Torke/Cc)
Creative Director: Pedro Alegria (Torke/Cc)
Art Director: Rui Pica (Torke/Cc)
Art Director: Rui Santos (Torke/Cc)

Brief Explanation
How to introduce the Dove Self Esteem Project’s mission to both children and adults?Can we reach a solution to communicate Dove's Project mission and simultaneously provide tools to promote change on demystifying the beauty myth?

Client Brief Or Objective
The Dove Self Esteem Project has been working for several years on promoting women’s self esteem and demystifying the beauty myth.Recently, this mission was extended to children. According to the brand’s research, 6 out of 10 girls stopped doing something they love because they felt uncomfortable with their appearance.How to introduce the Dove Self Esteem Project’s mission to fight the belief that not living up to beauty standards is a sign of failure and that good looks are somehow essential for obtaining success in life?

Implementation
First, we wanted to use something that captivates children’s attention the most; stories. After closely examining famous tales we reached the following conclusion: most of the main characters in the stories had some sort of self-esteem problem.We re-interpreted well-known tales and illustrated them to tell the story of an empowered and confident character to create the special self-esteem children tales book collection. In our version of the stories Little Red Riding Hood recognizes the wolf when she is no longer embarrassed to wear her glasses, and the little mermaid feels no need to become a human and lives happily ever after as a mermaid.

Outcome
In launching the collection we sent the first 2 books to 5000 elementary school teachers, making them the ambassadors of dove’s self esteem project.Our self-esteem stories reached a total of 180000 children.The collection started with two children’s books, and is already publishing a third one; Cinderella.But the real result wasn’t in the numbers, was at home, where kids started telling these new versions of the tales to their friends and family.