Dove amplifies girls' voices at FIFA World Cup

Alongside the campaign film, Dove is introducing the Dove Joy Cam, a content initiative

Dove has launched a campaign during the FIFA World Cup 2026 aimed at raising awareness of the body confidence challenges that contribute to girls leaving sport.

The initiative, titled The Game Is Ours, builds on Dove's ongoing efforts to support participation in sport by addressing the pressures many girls face around body image and self-confidence.

Campaign focuses on confidence and participation

According to Dove research, one in two girls who stop participating in sport have experienced criticism about their body type.

The campaign's central film uses the sounds of girls playing sport as its soundtrack, with voices, movement and match-day moments gradually overpowering negative comments about appearance. The creative aims to reinforce the message that confidence and enjoyment should play a central role in girls' sporting experiences.

Marcela Melero, Chief Growth Marketing Officer, Dove: "At Dove, we believe every girl deserves to feel confident enough to keep playing the sports she loves, yet too many leave because of body confidence pressures. As FIFA works towards its goal of having 60 million female players by 2027, this tournament and the FIFA Women's World Cup™ in 2027 give us a powerful opportunity to celebrate the joy of the game and help girls feel they belong in it. Because when girls feel confident, they're more likely to stay in the game, and that's what will shape the future of sports."

Joy Cam captures fan experiences

Alongside the campaign film, Dove is introducing the Dove Joy Cam, a content initiative developed in partnership with Getty Images.

The platform will capture and distribute images and stories highlighting girls' experiences at matches throughout the six-week tournament. Content will be shared across social media, digital channels and out-of-home advertising, with the aim of increasing the visibility of girls within football culture.

Activations planned across tournament cities

Dove will also participate in Unilever's Fresh Clubhouse fan experience programme, which will operate in New York and New Jersey, Los Angeles and Dallas during the tournament.

Within the multi-brand activation, Dove will feature a dedicated space focused on the campaign's themes, alongside product sampling and engagement activities tied to its limited-edition Palo Santo & Sage range.

Partnerships support wider body confidence goals

The campaign includes partnerships with members of Dove's Body Confident Collective, including former football player Mia Hamm and U.S. Women's National Team player Alyssa Thompson.

The initiative forms part of Dove's broader Body Confident Sport programme, launched in 2023 to help coaches, parents and mentors support body confidence among girls aged 11 to 17.

According to Dove, the programme has reached more than 137 million young people across more than 150 countries through its self-esteem and confidence-building initiatives. The brand has set a target of reaching 250 million young people globally by 2030.

www.dove.com

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