It’s no secret that high school kids struggle with body confidence and self-esteem. Dove Canada is addressing those issues with a compelling new ad, as well as the first-ever “Dove Day” in classrooms—a one-hour nationwide virtual session for middle schoolers on Oct. 10 designed to help them build the body confidence they need to reach their full potential.

The two-minute film (above) from Ogilvy and Smuggler director Henry-Alex Rubin is titled “Most Likely To.” It uses that yearbook trope to sobering effect, revealing that certain students are most likely to “hate school because of my smile,” “drop gym because of my thighs,” and so on.

Teachers, school administrators and parents are then encouraged to sign up for Dove Day at doveday.ca.

The campaign is informed by research from a new study, “2024 The Real State of Beauty: A Dove Global Report,” which offers data proving that young people need for this type of support.

Among the relevant data points from the study:

• 2 in 3 Canadian girls stop participating in school due to low body confidence.
• 3 in 10 Canadian girls would give up good grades to achieve the ideal appearance or body size/weight.
• 6 in 10 Canadian girls aged 14-17 have refrained from social engagements or public activities due to a lack of confidence in their appearance.

The campaign also includes print work. Edelman managed PR for the campaign, while PHD led media. 

“Body confidence is crucial, especially for young people who are negatively impacted by a narrow beauty definition seen in today’s society,” said Divya Singh, head of personal care at Unilever Canada. “Dove Day is our opportunity to provide the resources and support needed to build this body confidence and self-esteem, ensuring that every young person can thrive both in and out of the classroom.”

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