Dove launches global campaign to empower girls beyond looks

Ahead of International Day of the Girl on October 11, Dove is launching #ChangeTheCompliment, a global campaign encouraging people to rethink how they speak to and about young girls.

The initiative aims to shift the focus from appearance-based praise to recognizing qualities such as strength, creativity, kindness and intelligence — helping girls build lasting self-confidence.

According to The Real State of Beauty: A Global Report 2024, over 60 percent of girls feel pressure to be beautiful, and by adolescence, half report dissatisfaction with their appearance. Dove’s campaign reminds parents and caregivers that a small linguistic change — calling girls beautiful and strong instead of only beautiful — can make a meaningful difference in shaping self-worth.

Divya Singh, Head of Unilever Personal Care, Canada: "We know that low confidence in appearance can take root as early as childhood and have a lasting impact on body image, friendships and even performance at school. That’s why The Dove Self-Esteem Project is focused on helping young people see themselves for who they truly are and embrace their personalities and accomplishments—not just their reflection. With #ChangeTheCompliment, we’re asking everyone to make a small change in language that can have a big impact on how girls see themselves."

In Canada, Dove has partnered with Dr. Vanessa Lapointe, psychologist, author and founder of The North Star Clinic in British Columbia. With two decades of experience in child development and family-centred care, Dr. Lapointe contributes expertise on how everyday language can shape a child’s self-perception.

Dr. Vanessa Lapointe: "We all love to hear nice things about how we look – but for young girls, only receiving praise about their appearance may unintentionally harm their self-image. When we remind girls that they are more than how they look, like celebrating what their bodies can do, or calling out their bravery, curiosity and kindness, we help girls build confidence that lasts. #ChangeTheCompliment is about reminding girls that while they are pretty, they are also brave, smart and strong."

Canadian parents, educators and creators are joining the campaign by sharing their own #ChangeTheCompliment moments on social media — from writing affirmations on mirrors to tucking encouraging notes into lunchboxes. These gestures are already inspiring positive conversations in classrooms and homes nationwide.

Through The Dove Self-Esteem Project — the world’s largest provider of body confidence education — Dove has reached more than 137 million young people in 153 countries. Its educational resources, including Confident Me classroom workshops and Amazing Me self-esteem lessons, continue to empower the next generation to value themselves beyond appearance.

www.dove.com

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