Dove Canada’s latest campaign titled “Most Likely To’ was led by research from a new study, “2024 The Real State of Beauty: A Dove Global Report.”
Statistics from the report included:
• 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 two-minute film cleverly uses the familiar yearbook theme with a powerful twist, showing students who are most likely to “hate school because of my smile,” “drop gym because of my thighs,” and other personal struggles.
Divya Singh, Head of personal care at Unilever Canada said:
“Body confidence is crucial, especially for young people who are negatively impacted by a narrow beauty definition seen in today’s society…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.”
The campaign also includes print work. Edelman managed PR for the campaign, while PHD led media.
