 "Dove...campaign aims to reach a million young girls in Southeast Asia over the next three months. In a follow-up to 'Campaign for real beauty' Dove has launched a
through-the-line blast to educate and repair low self-esteem among
young girls.Departing from phase one's focus
on adult women, phase two hones in on teenagers. The campaign stems
from findings of a Dove-commissioned study,' Beauty, Self-Esteem and
the Asian Teenager' which polled nearly 3,000 teenage and adult women.
The study found that, at 14, girls had already developed a sense of
self-esteem. Furthermore, an alarming 84 per cent of Singapore teenage
girls wanted to change their appearance. The campaign takes a
two-pronged approach: education and reparation.
In Singapore,
Dove has tied up with local secondary schools and the Singapore General
Hospital to host a series of workshops on eating disorders. Media
partners include MediaCorp, MSN and StarHub. Ogilvy & Mather has
produced TV, print, outdoor, online and radio executions. In the TVC,
'Little girls' Asian girls reveal their physical insecurities, while
the print work features survey results such as 'one-in-five Singaporean
girls would consider plastic surgery.'
"Last year's campaign was
geared to provoke a debate on what beauty is," said Benoit Wiesser,
Ogilvy regional planning director. "This year is about doing something,
rather than just talking about it."
Toni Chew, product group
manager at Unilever Singapore, said the campaign aims to reach a
million girls by 2008. The campaign kicked off in November 2006 in
Korea, Taiwan and Hong Kong, with the Southeast Asia phase rolling out
in Singapore, Malaysia, the Philippines and Indonesia over the next
three months. Dove's 'Campaign for real beauty' launched regionally in
2005 (Media, 15 July, 2005).
(Source: Media)
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