Like Mother, Like Daughter? Dove Goes Back to the Roots of Women's Body Worries
Follow-up to 'Real Beauty Sketches' Is Aimed at Boosting Young Girls' Self-Esteem
Oct 01, 2014
Dove follows up its award-winning "Real Beauty Sketches" with another film about women's perceptions of their bodies, this time exploring how mothers' body worries affect their daughters.
The nearly three-minute film, through Ogilvy Paris, shows five women who are asked to list their own dislikes about their looks. Then their daughters are asked to do the same -- and some of the answers are startlingly similar. Directed by Venetia Dearden, the film is sensitively done and ends on a positive note as the girls discuss the things they do like about their bodies.
The campaign is aimed at highlighting how a positive role model can influence young girls' self-esteem. Dove launched it ahead of its fifth annual Self-Esteem Weekend, which is taking place at the United Nations from Oct. 9 to 12. The online film, titled "Legacy," will be accompanied by a social media campaign asking women who they "#FeelBeautifulFor," and Dove is also offering workshops designed to help women boost their self-esteem.