The Dove Self-Esteem Project wanted to start a conversation around kids' body image online, as they often struggle to open up about bullying, self-esteem, and social media pressure. By combining Dove realism with 2D animation,
we showed that when they say “I’m fine,” there’s often much more going on. The global rollout spanned the US, France, Germany, Brazil, Mexico, and Italy, featuring real girls with bespoke animation reflecting their spoken-word struggles.
The campaign reached 266 million views worldwide, drove an 8,053% increase in parent downloads of self-esteem resources, and brought the brand 12.8 million kids closer to Dove's goal of reaching 20 million worldwide.