COMMUNICATIONS & CREATIVE STRATEGY
LAUNCH COMMUNICATIONS & ACTIVATION
When Dove needed help reaching girls to truly execute their brand mission to improve body confidence, they turned to bgb to make it happen. We worked with local and global experts to develop a workshop that has touched the lives of over 120,000 students aged 11-14.
Body confidence and self-esteem are vital to a teen’s healthy development, but six out of ten girls are so worried about the way they look, they participate less in daily life. Dove wanted to change that – their brand vision is of a world where beauty is a source of confidence, not anxiety.
So they asked bgb to develop a workshop that would help kids aged 11-14 stand up to today’s social pressures on body confidence. The workshop had to be evidence-based and make a big improvement in the way kids saw themselves, with verifiable results and strong outcomes for the brand.
Creativity + Academic Rigour for real-world results
We sourced and coordinated a large team of local and global experts to develop the materials for the Dove Confident Me Workshop. Local teacher involvement was critical to ensure we used the right language and aesthetic for this “tricky” age group.
The materials we developed included: a comprehensive ‘how to teach’ teacher’s guide; a multimedia in-classroom workshop; videos starring local students suggesting real-world actions that can be taken to improve body confidence; and a teacher-specific web site where teachers can learn all about the workshop and download the free materials for their classroom.
As well as delivering the workshop, we conducted an outreach programme amongst the Australian education community, generating awareness and advocacy for the workshop.
Brand trust + healthy, happy kids
Dove’s Confident Me Workshop has now touched the lives of over 120,000 students aged 11-14, reached over 37,000 teachers and formed relationships with over 100 carefully targeted key education influencers.