Dove launched “Girls Room”, a new online video series focusing on teen girls and their experience dealing with social media pressures, body image issues, and bullying.
Dove co-created the series with Lena Waithe, who is almost as well-known by her acting career as her activism (he’s been called a “queero” in 2018 for creating meaningful work that inspires and tells the story of queer Black people coming of age).
The series has just launched ahead of Women’s History Month which, a perfect time to elevate stories about the challenges of young women in today’s culture.
Dove’s strategic move to connect with today’s teens shows the brand is willing to invest and play the long game by nurturing these relationships early so that they can hopefully become top of mind for years to come.
Why it’s hot: Although Dove has promoted body positivity and “real beauty” for over a decade, they’re looking for newer and fresher ways to bring this message to life in a way that aligns with today’s teens and their mobile-first media consumption. When it comes to fighting body issues and anxiety, Instagram is today’s biggest culprit so creating a series fit for this medium and mindset makes perfect sense.