USA: Building girls' self-esteem
More than nine out of ten girls want to change at least one aspect of their appearance. All girls deserve to see how beautiful they really are and through our brands, we are committed to raising self-esteem in girls everywhere.
uniquely ME!
That's why we are supporting uniquely ME!, a self-esteem programme developed by the Girl Scouts of the USA. Studies show that low self-esteem is at the root of many problems for girls in their pre-adolescent and adolescent years – from eating disorders and depression, to risky sexual behaviours and substance abuse.
uniquely ME! is designed to help young girls develop a healthy self-image and gain greater confidence in themselves. Delivered through a series of booklets, the programme aims to help girls aged between 8 and 17 develop the skills necessary to face life's challenges. The bilingual English/Spanish booklets cover subjects such as recognising inner strengths, dealing with peer pressure, maintaining a healthy diet, general wellness and understanding one's core values and personal interests.
To date, over 200 000 girls have participated in the uniquely ME! programme. Access is not restricted to Girl Scouts but open to any girl between the ages of 8 and 17.
Gabby, a Latina teenager from Illinois, is one of the many to have benefited from uniquely ME! Shy and withdrawn when she first joined her local Girl Scouts' group, Gabby is now initiating projects, starting discussions and hanging out with all her new friends. "Gabby has given a whole new meaning to the phrase 'coming out of your shell'", a co-ordinator in her group commented.
Helping mothers & daughters
As with other Girl Scouts across the country, Gabby and her friends at the Illinois Crossroads Council are now working through a Dove-sponsored workbook called 'true you!' The resource is specially designed for mothers and daughters. Research shows that a mother's attitudes about her health and body image influence her daughter's ideas about sense of self and appearance.
Harriet Mosatche, an online advice expert at Girl Scouts of the USA has been working with the uniquely ME! initiative since it started in 2002. "The Girl Scout mission is to build girls of courage, confidence and character who make the world a better place", she says. "It's been very exciting for me to be part of something that is so in sync with what children need as they develop".
Our employees also have ongoing involvement in the programme through mentoring, teaching the uniquely ME! curriculum and participating in annual events, and other volunteer activities. Nearly two-thirds of our US workforce has so far played an active role in uniquely ME!
Campaign for Real Beauty
Initially funded with a $2.65 million donation from the Unilever US Foundation, in 2004 uniquely ME! was integrated into Dove's Campaign for Real Beauty. Dove's mission is to make women and girls feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring them to take greater care of themselves. The goal of Dove's campaign is to promote precisely this wider, more refreshing view of beauty.
As part of the campaign, we launched the Dove Self-Esteem Fund. Advertised across the country, the fund gives consumers the opportunity to donate to uniquely ME! and other projects aimed at boosting girls' self-image and self-confidence. The Dove Self-Esteem Fund also supports BodyTalk, an educational programme for schools in the United Kingdom and Canada.
