Dove #KeepHerConfident

About Project

What would the world be like if all the most accomplished and successful female athletes had quit the sports they loved as teenagers because they weren’t confident in their bodies? Dove set out to help make sure this would not become a reality with their initiative and audio campaign for #KeepHerConfident.
Using the emotional impact of audio, Dove amplified the voices and stories of female athletes including tennis star Venus Williams, basketball MVP Mikaylah Williams, and pro soccer player Alyssa Thompson. The empowering and inspirational messages ran in streaming music, satellite radio, and podcasts, replacing toxic cultural beliefs and self-doubt in the minds of teens, parents, and coaches, and drove to the Dove Body Confident Sport program (BodyConfidentSport.com), an educational resource built to help parents and coaches support teen female athletes.
Dove saw brand affinity and purchase consideration double, and a positive sentiment of 98% for the overall campaign. The strong results showed that audiences are all in on joining Dove’s mission to keep girls in sports and keep them confident.