DOve - mOST LIKELY TO

Back to school should be an exciting time of year. But sadly, 2 out of 3 girls stop participating in school because they hate the way they look. From raising their hand in class to joining extracurricular activities, low self-esteem is holding girls back from their real potential. So, Dove created 'Confidence Classes' - a series of academically accredited lessons designed to improve body confidences in students. Because teaching our girls to love themselves can be their most important lesson.

To urge schools to sign up, we launched a powerful film featuring real high school girls and their own ‘Most Likely To’ - turning the yearbook trope on its head. The film was created in a single, 124-second continuous take. From the leads to the background talent, no actors were used.

Within 48 hours, over 400 schools across the country enrolled, officially adding Confidence Classes to the curriculum.

We also created a Dove yearbook that was sent to influencers and the press. Each yearbook was personally annotated by the girls in our campaign, turning their negative stories into stories of hope.