For generations, girls have been praised for how they look. When we call out a girl’s beauty but forget to tell her that she’s also “kind and clever” or “strong and creative,” we can accidentally send the message that how she looks is the only thing that defines her worth. Dove has launched a global campaign on International Day of The Girl (October 11), a global call to #ChangeTheCompliment and rethink how we talk to, and about, young girls. It was developed by Zulu Alpha Kilo’s New York and Toronto offices.
Research shows that well-meaning appearance-based praise can increase body dissatisfaction, and that adults place greater emphasis on girls’ appearance than boys. #ChangeTheCompliment, a global movement calling for a change in how we praise girls, aims to change that. The campaign, part of the Dove Self-Esteem Project, runs through October and is coming to life in 25 countries across five continents, including Canada, the United States, the United Kingdom, Mexico, Brazil, Greece, Sweden, South Africa, and India.
“One of the most powerful truths our research has revealed is that low confidence in appearance doesn’t begin in adulthood–it takes root in childhood. We’ve identified a simple shift to help young girls understand that they are so much more than how they look: starting this International Day of the Girl, we’re asking people to #ChangeTheCompliment and praise girls for what their bodies can do, as well as how they look,” said Marcela Melero, chief growth officer, Dove Personal Care North America & Dove Masterbrand.
The integrated campaign is designed to spark conversation among parents and role models, spanning film, social and UGC activations, OOH and influencer partnerships. This hero film, composed of found footage and filmed moments of real girls, is directed by Haya Waseem of production house Object & Animal and edited by Marlo Caine at Cosmo Street Editorial, and will run on television and cinema. Large scale out-of-home shows girls with the call “Don’t just call me beautiful.” Social-first assets include a custom CapCut template for TikTok and an “Add Yours” Instagram sticker inviting people to share their own #ChangeTheCompliment stories, alongside influencer-led extensions. In Germany, Dove’s Body Confidence Sport program is featuring #ChangeTheCompliment in its programming with local teams, where girls can customize t-shirts with their own chosen compliment that represents them best.
“The provocation here is that what feels like a harmless, positive behavior is actually the root of our confidence issues as girls and women,” said Emily Garvey, head of strategy, Zulu Alpha Kilo New York. “The work had to spark a cultural conversation to change how people see what they’ve always accepted.”
