Dove urges society to change the way it compliments young girls

Personal care brand Dove has released a campaign in time for International Day of The Girl (11 October), which encourages people to change how they compliment girls. 

Created by Zulu Alpha Kilo’s New York and Toronto offices, “#ChangeTheCompliment” is based on research that found “well-meaning appearance-based praise can increase body dissatisfaction, and that adults place greater emphasis on girls’ appearance than boys’”. 

The global campaign will run throughout October and features film, social and user-generated content activations, out-of-home and influencer partnerships.

The 50-second film is composed of found footage of real girls and follows them as they grow up with adults complimenting their appearance. One child even asks her mother if she looks beautiful. 

Text then appears on screen saying: “Girls are so much more than just beautiful. Let’s tell them.”

It then cuts to footage of grown-ups telling young girls they are “fearless”, “talented”, “funny” and “creative”.

It was directed by Haya Waseem with Object & Animal and created by Dylan Thompson and Carlos Veras.

‘Change the compliment” will run on TV and cinema and will be supported by out-of-home ads showing girls with the line ‘Don’t just call me beautiful’.

Marcela Melero, chief growth officer, Dove Personal Care North America and Dove masterbrand, said, “One of the most powerful truths our research has revealed is that low confidence in appearance doesn’t begin in adulthood, it takes root in childhood. We’ve identified a simple shift to help young girls understand that they are so much more than how they look: starting this International Day of the Girl, we’re asking people to #ChangeTheCompliment and praise girls for what their bodies can do, as well as how they look.” 

Social-first assets include a custom CapCut template for TikTok and an “Add Yours” Instagram sticker inviting people to share their own #ChangeTheCompliment stories, alongside influencer-led extensions. 

In Germany, Dove’s Body Confidence Sport programme is featuring #ChangeTheCompliment in its programming with local teams, where girls can customise T-shirts with their own chosen compliment that represents them best.

The campaign is running in 25 countries including Canada, the US, the UK, Mexico, Brazil, Greece, Sweden, South Africa and India.

Emily Garvey, head of strategy at Zulu Alpha Kilo New York, added: “The provocation here is that what feels like a harmless, positive behaviour is actually the root of our confidence issues as girls and women. The work had to spark a cultural conversation to change how people see what they’ve always accepted.”

“#ChangeTheCompliment” is part of The Dove Self-Esteem Project, and the brand will host workshops in schools and communities worldwide to help build school children’s confidence.