Dove Self-Esteem Project

#Speakbeautiful Squad

Social media is the center of any teenage girl’s social life and a critical space for her to build self-esteem and connections. But with the rise of cyberbullying, photoshopping, and curated feeds, it can also be a less than safe space. 72% of girls encounter negative beauty posts, comments, snaps, videos or photos that are damaging to their self-esteem on a weekly basis. To combat this online negativity we launched the #SpeakBeautiful Squad, an extension of over 10 years committed to providing real resources and experts in the self-esteem space to women and girls. The squad was made up of 4 influencers, with expertise in a different area of self-esteem. Through Twitter video, GIF, multi-panel, Steller, and moments, we encouraged women to join the Project and our #SpeakBeautiful Squad as we discuss girls' online lives and how real women can play a positive role. And by providing resources and knowledge, we broadened our mission in making social media a more positive place for girls.

Launched in October 2016, the #Speakbeautiful Squad campaign was overwhelmingly successful. Our self-esteem resources were accessed a total of 3.5 million times. Both of our #Speakbeautiful Squad Steller Stories were featured as #StoryoftheDay by Steller and our self-esteem videos were viewed over 150k times.