Background and objectives
For more than 10 years, Dove's overarching vision has been to create a world where beauty is a source of confidence, not anxiety. This vision drives their mission 'to ensure the next generation grows up enjoying a positive relationship with the way they look – helping young people to raise their self-esteem and body confidence and realise their full potential.'
In 2004, this mission was reframed within the Dove Self-Esteem Project, and Dove approached Edelman Intelligence to support delivery of evidence-based resources to create a framework to help the brand be a key player in building positive...