Dove - New Year’s Unresolution
Breaking up with toxic traditions and beauty standards
1 in 2 women make New Year’s resolutions based on dissatisfaction with their bodies. That’s a staggering stat, compounded by this next one: 1 in 3 women would give up a year of their life for “the perfect body.”
We wanted women to start 2025 with resolutions grounded in self-acceptance, not in body hate. So in the Dove Self Esteem’s first ever campaign aimed at women, not girls, we helped women everywhere change the meaning of “new year, new you.”
Ripping up negative self-talk
We embraced New Years as an opportunity to encourage women to rewrite their relationships with their bodies, setting more positive resolutions to start the year on the right foot. In doing so, we created a dialogue all about shifting from self-hate to self-acceptance, one small step at a time.
What does a year mean to you?
We started the conversation on social with a film addressing our insights head on. It featured self-shot footage of a year in the life of a real woman – all of the big, momentous achievements and the small beautiful moments, too.
Flipping the script on resolutions
We then invited a huge range of creators and influencers to literally rip up past resolutions and replaces them with new ones. These honest, authentic videos made for irresistible cotent that people could really connect with, paired with an easy mechanic that feels empowering in the moment. Who doesn’t love ripping up things that no longer serve them?
We then moved the conversation from feeds into the real world, with a high impact Outernet takeover for all to see.
Inviting all women to join in
We even created a simple AR filter with a range of positive resolutions, written by real women - so more people could take part in starting the year right.
