A very special case for me was that of the Dove Self-Esteem Project. For this case, I developed a concept from a sketched shape, after which I linked a suitable client to it.The end result: a critical look at the beauty standards of the present day, translated into stickers for mirrors in secondary schools and posters in bus shelters with a strong and loaded message. 

 

Process:

The Dove Self Esteem project was set up to give young girls greater self-confidence about themselves, mentally and physically. The target group focus is now on parents, teachers, mentors, and youth workers who can start a conversation with their children/pupils by using information from the Self Esteem website. With a new campaign, I want to expand the target group and also appeal to girls between the ages of 12 and 16. They are less influenced by their parents and teachers than younger girls. 

 

The communication problem of the Self Esteem Project was that there was still too little promotion in the Netherlands. Therefore, the communication goal is to increase the knowledge about the project among the target group of 12-16-year-olds and the current target group (parents, mentors, etc.). I wanted to achieve this with an empathy strategy, which makes people more inclined to take action and commit to change. The concept is focused on social commentary, namely wanting to remedy the flaws in society's beauty standards by exposing them. At the heart of it all: Dove wants you to see your beauty.