Dove(R) Addresses Self-Esteem Crisis with Unprecedented Effort to Reach
Girls
ENGLEWOOD CLIFFS, N.J., Oct. 7 /PRNewswire/ -- Self-esteem has become a
national crisis in this country. The majority of girls (seven in ten) feel
they do not measure up in some way including their looks, performance in
school and relationships. Most disturbing is that girls with low
self-esteem are engaging in harmful and destructive behavior that can leave
a lasting imprint on their lives. These new findings come from Real Girls,
Real Pressure: A National Report on the State of Self-Esteem(1), conducted
with girls between eight and 17 and commissioned by the Dove Self-Esteem
Fund. In response, Dove is launching its largest effort yet to bring
self-esteem programming to girls across the country and to encourage
everyone to make a difference in the lives of girls. This new initiative is
part of the Dove Self-Esteem Fund goal to reach 5 million girls globally by
2010 with self-esteem programming.
Destructive Behaviors
An alarming number of girls are turning to destructive action when
feeling insecure, and girls with low self-esteem are three times more
likely to participate in dangerous behaviors during these times.
-- 75 percent of girls with low self-esteem reported engaging in negative
and potentially harmful activities, such as disordered eating, cutting,
bullying, smoking or drinking, when feeling badly about themselves --
compared with 25 percent of girls with high self-esteem.
-- 61 percent of teen girls with low self-esteem admit to talking badly
about themselves (Compared to 15 percent of girls with high self-esteem)
-- 25 percent of teen girls with low self-esteem resort to injuring
themselves on purpose or cutting when feeling badly about themselves
(Compared to 4 percent of girls with high self-esteem)
-- 25 percent of teen girls with low self-esteem practice disordered
eating, such as starving themselves, refusing to eat, or over-eating and
throwing up, when feeling badly about themselves (Compared to 7 percent
of girls with high self-esteem)
"Low self-esteem among girls and young women has reached a crisis
level," said Dr. Ann Kearney-Cooke, Ph.D., a psychologist and self-esteem
expert who collaborated on Real Girls, Real Pressure. "The new report from
Dove confirms the importance of healthy self-esteem and the dangerous
consequences that can arise when hang-ups about looks, academics and
popularity erode a girl's sense of self-worth and self-acceptance."
Self-Esteem Tipping Point
Girls are also craving better communication with adult figures as they
struggle with challenges in their lives. The top wish among girls is for
their parents to communicate better with them, including more frequent and
more open conversations, as well as discussions about what is happening in
her life. However, as girls enter their teenage years there is a
significant loss of trust and communication with adults, particularly when
they are feeling badly about themselves.
-- 67 percent of girls ages 13 - 17 turn to their mother as a resource when
feeling badly about themselves compared to 91 percent of girls ages 8 -
12
-- Only 27 percent of girls ages 13 - 17 will turn to their father for help
when feeling badly about themselves compared to 54 percent of girls ages
8-12. Interestingly, at 16, girls become more likely to seek support
from male peers than from their own dads.
"We cannot underestimate just how vital the words and actions of
parents are in fostering positive self-esteem in girls. However, it can be
challenging because adolescence is not typically a time when girls are
reaching out to their parents and speaking candidly," said self-esteem
expert Jess Weiner, a best-selling author and the Global Ambassador for the
Dove Self-Esteem Fund. "The good news is that if parents and other role
models are willing to create a steady conversation of encouragement,
honesty and openness it can definitely help girls gain confidence and reach
their full potential."
Making a Difference
This fall, the Dove Self-Esteem Fund is extending its outreach in an
effort to tackle the self-esteem crisis among girls. As part of its largest
efforts to date, Dove is continuing to support uniquely ME!, a long-term
partnership with the Girls Scouts of the USA that helps build confidence in
girls 8-17 with after school programs, self-esteem building events and
educational resources. The brand is also embarking on a new partnership
with the Boys and Girls Club of America to conduct educational workshops in
20 cities across the country for both girls and the adults who influence
them.
The Dove Self-Esteem Workshops for girls have been developed to empower
them and promote new ways of thinking about beauty, body image and
self-esteem. Separate "Train the Trainer" workshops will also be held in
each city for mentors and educators to provide them with the skills and
information they need to host workshops with girls in their own
organizations.
"We know that if you spend time giving girls new ways to think about
beauty, body image and self-esteem it can make a real difference," said
Kathy O'Brien, Dove marketing director. "This program has been developed to
provide the resources necessary to create positive change and ensure the
next generation of young women grows up feeling good about themselves and
appreciating their own unique beauty."
To ensure everyone has access to self-esteem resources, Dove has
developed a range of powerful and engaging self-esteem online tools,
workbooks and facilitator training guides for girls, moms and mentors that
can be downloaded for free on the Dove Web site. To learn more visit
campaignforrealbeauty.com.
About Real Girls, Real Pressure: A National Report on the State of
Self-Esteem
Real Girls, Real Pressure: A National Report on the State of
Self-Esteem was conducted nationally online among 1,029 girls 8 - 17, and
is representative of the U.S. based on census indicators (region, ethnicity
and parental education.) An additional 3,344 girls 8 - 17 were surveyed in
a targeted study that was conducted in 20 major U.S. cities representative
of each DMA based on ethnicity and parental education. The research was
conducted by StrategyOne, an applied research consulting firm, in
collaboration with Ann Kearney-Cooke, PhD.
Methodology: Interviews averaged 15 minutes and were conducted between
May 6 and May 28, 2008 using the online field services of ResearchNow.
About the Dove Self-Esteem Awareness Measurement
The Dove Self-Esteem Awareness Measurement was developed to provide an
indicator of self-esteem encompassing an overall sense of self-acceptance,
confidence and emotional orientation among American girls. Each girl
surveyed was assigned a score based on how she rated herself in each of
these areas. Based on their individual scores, girls were classified into
three groups: high, average and low self-esteem. The high self-esteem group
was comprised of girls whose scores fell within the top third of the
distribution, the average self-esteem group included girls whose scores
fell within the middle third of the distribution and the low self-esteem
group included girls whose scores fell within the bottom third of the
distribution.
About the Dove Self-Esteem Fund
The Dove Self-Esteem Fund was established as an agent of change to
inspire and educate girls and young women about a wider definition of
beauty. It is committed to help girls build positive self-esteem and a
healthy body image, with a goal of reaching 5 million girls globally by
2010. The Fund is part of the Dove Campaign for Real Beauty, a global
effort designed to widen today's stereotypical view of beauty.
The Dove Self-Esteem Fund is a global project, which consists of a
network of local country initiatives linked in strategy and direction by a
global steering group. In each country, the Dove Self-Esteem Fund supports
a specific charitable organization to help foster self-esteem. In the U.S.,
it supports the Boys and Girls Club of America and the Girls Scouts of the
USA to help build confidence in girls 8-17 with after-school programs,
self-esteem building events and educational resources.
About Dove
The Dove mission is to make women feel more beautiful every day by
challenging today's stereotypical view of beauty and inspiring women to
take great care of themselves. Dove, manufactured by Unilever, is the No. 1
personal wash brand nationwide. One in every three households uses a Dove
product(2), which includes beauty bars, body washes, face care,
anti-perspirant/deodorants, body mists, hair care and styling aids. Dove is
available nationwide in food, drug and mass outlet stores.
About Unilever
Unilever's mission is to add vitality to life. We meet everyday needs
for nutrition, hygiene and personal care with brands that help people feel
good, look good and get more out of life. Each day, around the world,
consumers make 160 million decisions to purchase Unilever products.
In the United States, the portfolio includes major brand icons such as:
Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove
personal care products, Hellmann's, Klondike, Knorr, Lipton, Popsicle,
Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the
preceding brand names are registered trademarks of the Unilever Group of
Companies. Dedicated to serving consumers and the communities where we
live, work and play, Unilever employs more than 14,000 people in both the
United States and Puerto Rico - generating nearly $11 billion in sales in
2007. For more information, visit http://www.unileverusa.com.
(1) Real Girls, Real Pressure: A National Report on the State of
Self-Esteem (commissioned June 2008)
(2) AC Nielsen (2004)
SOURCE Dove
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Related links:
http://campaignforrealbeauty.com
http://www.unileverusa.com
CONTACT:
Alison Dunning of Edelman, +1-212-704-4452,
alison.dunning@edelman.com, for Unilever; or Stacie Bright of
Unilever, +1-201-894-6531, stacie.bright@unilever.com
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