Dove continues to communicate the ‘love yourself as you are’ philosophy to women around the globe (this became the key theme of the brand’s campaigns) with the launch of a new self-esteem initiative. Developed by Ogilvy & Mather, the new campaign will be promoting the importance of establishing positive relationship with you and your appearance, no matter how far from the ‘ideal’ one it may seem.

The new campaign, which is rolling out on TV, on-pack and in-store, broke out on March 24, and is targeted primarily at girls. With the new initiative the Unilever-owned brand hopes to reach 1 million people in the UK by the end of the year. The ad, which was launched as part of the campaign, features an inspirational strapline saying “Buy any Dove product, give one girl self esteem education.” The initiative has been launched in the UK and the U.S., according to the reports (it remains unclear if the brand will launch the initiative in other markets).

“At Dove, we are passionate about our social mission and want to continue our support to help young girls and women develop a positive relationship with their bodies,” commented Ali Fisher, brand manager of Dove Skin, Unilever UK to Brand Republic, adding that with this new effort Dove looks to make a “step change” in the society.

The ad informs that “6 out of 10 girls stop doing things they love because they feel bad about how they look,” and Dove does its best stop this. The research released by SIG reports that 53% of girls in the UK quitted doing things they like because they didn’t like their look, 20% avoided physical activity and 1 in 10 won’t go to the doctor because they feel shy about how they look.

According to the description to the advert on www.youtube.com/doveunitedstates, Dove has helped over 8 million girls develop their self-esteem, and is encouraging all women around the globe to join the movement and do their part in creating an atmosphere where beauty is a source of confidence, not anxiety. Dove helps alleviate the problem on all levels—it helps girls built self esteem on the initial phase and also contributes to dealing with actual problems (for instance, it has invested £250,000 to run one-hour workshops in partnership with the Beat Eating Disorders Association, reports Brand Republic).