Too many girls develop low self-esteem from hang-ups about their
looks and it stops them reaching their full potential. The Dove
Self- Esteem Fund wanted to fight this and deliver a positive
experience for mothers and daughters.
While mums have positive memories about their own childhood
sleepovers, they know they can turn negative and hit self esteem.
The Dove solution was to get both mums and daughters excited about
doing something positive together, encouraging mothers to make the
sleepover positive experience for their daughters.
Information about the sleepover was distributed online at
dovesleepover.ca/soireedove.ca, offering mums tips on hosting a
positive sleepover with music downloads, photo albums and live to
air texting for daughters.
In a media first the promotion included a five network takeover
with commercial breaks replaced with segments that linked live to
real sleepovers and showing mums and daughters discussing issues
that affected them.
TV programming was also adjusted in line with the positive theme
to show empowering movies. Support also ran in-store, print and via
PR.
The campaign delivered 11m media impressions and more than
30,000 registered attendees.