- Dove has partnered with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok running as much as Thanksgiving, in response to materials provided by the corporate.
- Lennnie is an animated blob introduced last 12 months to promote positivity through a delicate speaking voice and songs. Lennnie has amassed greater than 4 million followers on TikTok and Instagram and has been shared by celebrities including Kim Kardashian and Jennifer Aniston.
- The content push is a component of the nearly 20-year-old Dove Self-Esteem Project, which has recently focused on the pitfalls of comparison driven by social media.
Thanksgiving is usually a stressful holiday for some, particularly as people use social media to attempt to align their gatherings of family and friends with the Norman Rockwellian sentiment that’s often attached to the gathering. Anticipating some unhealthy scrutiny over the vacation weekend, Dove’s effort is supposed to inject a little bit confidence for many who might have it, continuing its years-long campaign of promoting self-esteem through its marketing.
Lennnie is an animated character who talks about mental health and overcoming obstacles in a straightforward, approachable manner. The three-day campaign kicks off on Monday, Nov. 20, with a post on Instagram from the animated social media influencer singing a song of love and positivity with lyrics corresponding to, “You’ve got a shine and a light-weight and a glow, and it radiates out of your head to your toes.” The campaign was developed by Razorfish.
Earlier this 12 months, the Dove Self-Esteem Project launched the Campaign for Kids Online Safety, which moves the brand platform’s messaging beyond what individuals can do to keep up self-esteem to a broader concentrate on legislative motion that would help protect kids and young adults from the unwell effects social media can have on mental health.
The brand created the Dove Self-Esteem Project in 2004 in partnership with the Centre for Appearance Research on the University of West England. The project’s purpose is to assist the younger generation develop a positive relationship with their looks in order that they are usually not held back by appearance-related anxiety.
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