Dove Reveals What Your Daughter Is Searching For Online In New JWT Campaign

Dove Reveals What Your Daughter Is Searching For Online In New JWT Campaign

Dove has launched a powerful campaign highlighting the issue of low self-esteem among girls, via J Walter Thompson Sydney. The campaign, called ‘Searching’, highlights what girls are searching for online, from how to kiss a boy to can teens can get cosmetic surgery. It then asks parents a simple but significant question, ‘what is your daughter searching for?’

“At face value ‘what is your daughter searching for?’ talks to girls’ online searches, but the real lesson is about their emotional needs,” explained J Walter Thompson’s ECD Simon Langley.

“Dove’s research shows that girls use the internet to research body confidence issues rather than talk to their parents. As a result, this is a question that most parents simply don’t know the answer to.

“Australian teens and families are already bombarded with messages about beauty, so Searching was specifically developed to cut through that noise to generate some important discussion about low self-esteem – and present the reality in a way that hits home.”

Tessa Black, senior brand manager, Unilever said, “Dove is well known for its stance on Real Beauty challenging the perception of women in media based on the belief that beauty should be a source of confidence, and not anxiety.

“But few people know that Dove is also committed to ensuring that the next generation of girls grow up enjoying a positive relationship with the way they look. The Dove Self-Esteem Programme goes into school to help kids find greater self-esteem and realise their full potential.

“We hope Searching generates some important family discussions, and ongoing support of this important dove self-esteem programme.”

Two 30” TVCs, plus an online film and 15” pre rolls were developed utilising insights gained through research by Dove regarding Australian girls search history. All executions are live from this week.

The TVC can be viewed here:


Creative credits

Client – Unilever
Vice President & Chief Marketing Officer – John Broome
Senior Brand Manager – Tessa Black
Gillian Choo – Assistant Brand Manager

Creative – JWT
ECD – Simon Langley
Copywriter – Giles Clayton
Art Director – Simon Hayes
Executive Planning Director – Angela Morris
GAD – Milly Hall / Ana Lynch

Director – Cybele Malinowski
Production Company – Network

Online Film
Director – Online Film– Jack Naylor
Production Company – Collider

Producer: Amanda Slatyer for JWT Aineslee Littlemore for Collider
Editor – Alex Feegans
Post Production – Resolution Design
Audio Post Production – Sound Reservoir

Media Agency – PHD


Please login with linkedin to comment

azealia banks The Age

Latest News

Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]