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We fought sameness by...
redefining how we talk to young girls.

Young girl with long hair in a blue shirt, looking calmly at the camera. The text "#ChangeTheCompliment" is overlaid, promoting positive change.
Dove

#ChangeTheCompliment

For generations, girls have been praised for how they look. When we call out a girl’s beauty but forget to tell her that she’s also kind and clever or strong and creative, we can accidentally send the message that how she looks is the only thing that defines her worth. Dove launched the #ChangeTheCompliment campaign to reimagine how we talk to, and about, young girls.

officeNew York
discipline
  • Advertising
services
  • Activation
  • Content
  • Digital
  • Integrated
  • OLV
  • OOH
  • Social
Outdoor billboard displaying young girls portrait with the text
Outdoor billboard displaying a young girl's portrait with the text
Poster displaying a young girls portrait with the text
A women's soccer team in maroon jerseys stands on a field facing cheering fans. The mood is celebratory and supportive, with players and audience engaging enthusiastically.
A group of female soccer players in maroon jerseys with motivational words like "FEARLESS" and "DRIVEN" walk off the field together, showing camaraderie.
Soccer player in maroon jersey dribbles the ball towards a defender in a white and orange kit on a green field. Intense action and focused crowd.
A joyous soccer team in maroon jerseys celebrates a victory. One player lifts a trophy, while teammates cheer and smile energetically, capturing a moment of triumph.
Five women stand facing away, wearing maroon soccer jerseys with words
A women's soccer team in maroon jerseys stands on a field facing cheering fans. The mood is celebratory and supportive, with players and audience engaging enthusiastically.
A group of female soccer players in maroon jerseys with motivational words like "FEARLESS" and "DRIVEN" walk off the field together, showing camaraderie.
Soccer player in maroon jersey dribbles the ball towards a defender in a white and orange kit on a green field. Intense action and focused crowd.
A joyous soccer team in maroon jerseys celebrates a victory. One player lifts a trophy, while teammates cheer and smile energetically, capturing a moment of triumph.
Five women stand facing away, wearing maroon soccer jerseys with words

We’ve identified a simple shift to help young girls understand that they are so much more than how they look.

Marcela Melero, Chief Growth Officer, Dove Personal Care North America

Want to fight sameness together?

let's dig in.

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