When we look in the mirror while getting ready in the morning, chances are we notice something about ourselves, such as height, hair type or weight that we dislike and wish we could change. Often, it is young women who feel self-conscious about their appearance and have these thoughts. In a new video called Change One Thing, which is part of Dove’s well-known Campaign for Real Beauty, teenage girls comment on one thing they wish was different about their appearance. Interestingly, in the video, when one young woman remarks that she wishes she had curly hair, the next image shown is of a girl wishing her hair was straight. Through these parallel images, the video’s message is clear: no matter what features we have, there is always something we wish was different.
As we talked about in a previous blog post, one of the things that made the Campaign for Real Beauty so successful was how it highlighted and celebrated physical differences among all women and tried to break the standard image of what is considered “beautiful.” Additionally, Dove has continued doing things such as partnering with organizations to create opportunities to continue the conversation beyond the videos.
In the new video, Dove continues its effort to change traditional beauty standards and addresses the growing issue of confidence among young girls, and seeks to change the way we view young girls in society today. In a recent article, Dove’s brand director Jennifer Bremner explains how the girls were chosen. “Participants were selected based upon questionnaires they completed about their body confidence,” she says. She also says that the girls’ reactions in the film were genuine as they were unaware of the video’s concept. In 2006, Dove also created the Dove Self-Esteem Project. As the mission states, the goal of the Dove Self-Esteem Project is to “help girls to raise their self-esteem and realize their full potential.” With the new video, Dove boosts its social media presence and partners with Pinterest to create online boards where women and girls can access self-confidence boosting pins and ideas.
Through all of its campaigns, Dove’s overarching message of empowerment comes through. In a society where the internet and social media channels make it easy to judge ourselves and others, Dove’s new video shows that we can change the way we see ourselves. So to ask a different question, what’s one thing you wouldn’t change about yourself?