Dove Self-Esteem Project Launches Mental Health-Themed Campaign on Instagram and TikTok
Dove has recently partnered with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok running up to Thanksgiving. This campaign is part of the nearly 20-year-old Dove Self-Esteem Project, which has recently focused on the pitfalls of comparison driven by social media.
Lennnie is an animated blob introduced last year to promote positivity through a gentle speaking voice and songs. Lennnie has amassed more than 4 million followers on TikTok and Instagram and has been shared by celebrities including Kim Kardashian and Jennifer Aniston. The character talks about mental health and overcoming obstacles in a simple, approachable manner.
The three-day campaign kicks off on Monday, Nov. 20, with a post on Instagram from the animated social media influencer singing a song of love and positivity with lyrics such as, “You’ve got a shine and a light and a glow, and it radiates from your head to your toes.” This content push is meant to inject confidence for those who may need it, continuing Dove’s years-long campaign of promoting self-esteem through its marketing efforts.
In addition to this new campaign, the Dove Self-Esteem Project launched the Campaign for Kids Online Safety earlier this year, which moves the brand platform’s messaging beyond what individuals can do to maintain self-esteem to a broader focus on legislative action that could help protect kids and young adults from the ill effects social media can have on mental health. The brand created the Dove Self-Esteem Project in 2004 in partnership with the Centre for Appearance Research at the University of West England with the purpose of helping the younger generation develop a positive relationship with their looks so they are not held back by appearance-related anxiety.
Overall, Dove’s latest effort aims to promote mental wellness during one of the busiest times of year while also advocating for systemic change that will benefit young people in today’s digital age.