Dove Self Esteem

The campaign features a Self-Esteem Agenda that was designed by girls for girls.

Unilever Puerto Rico recently launched the Dove® “Self-Esteem at 100%” campaign,  which aims to contribute to the healthy development of self-esteem for girls in Puerto Rico. Raising self-esteem is a priority the brand has addressed for the last five years through the Dove Self-Esteem Fund.

The campaign features a self-esteem agenda, designed with the help of girls between the ages of 8 and 14..The Fund invited a group of girls, including Girl Scouts, to a workshop where they had the opportunity to share their thoughts on self-esteem.

The agenda, a book that contains stickers, quotes from workshop participants, and pages where girls can journal about their feelings, was developed from the workshop. Created by girls for girls, the agenda is designed to help develop a healthy self image.

Consumers in Puerto Rico will receive a free agenda with the purchase of three Dove products at participating stores.

“Every Dove purchase contributes to the Dove Self-Esteem Fund, which allows us to carry out these initiatives,” said Olphie Camacho, Brand Building Director for the Greater Caribbean. We invite everyone to make a difference and strengthen our girls’ self-esteem by gifting this agenda. You can give one to your daughter, sister, niece, friend, or other special girl in your life.“

In 2005, a Dove global study showed that 24% of girls between the ages of 15-17 have considered plastic surgery and that 72% of girls did not participate in activities because they were not comfortable with their appearance. Similarly, a prior study showed that only 2% of women around the world consider themselves beautiful. This situation motivated Unilever to assign funds to its Dove brand, to change the way in which women perceive their bodies and beauty, giving a new scope to the definition of real beauty.

About Dove Self Esteem Fund in Puerto Rico

With a global mission to positively impact the self-esteem of 5,000,000 girls by 2010, the Dove team in Puerto Rico has been playing its part in raising awareness for Real Beauty. Over the past three years, Dove has formed alliances with organizations such as the Girl Scouts and the Department of Education to boost the self-esteem of young girls in Puerto Rico.