The Dove Self-Esteem Project (DSEP) Hackathon Introduction November 2017
The Dove Self-Esteem Project
DSEP overview film 2
Our brand vision A world where beauty is a source of confidence, and not anxiety.
Our social mission To ensure that the next generation grows up enjoying a positive relationship with the way they look to help them reach their full potential.
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Global Priority| We’re aligning with global partners to empower all girls and women.
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Since 2004 we have already reached more than 20 million young people across 139 countries with quality selfesteem education! We’ve reached these young people through teachers, youth leaders, parents and mentors and are looking to reach
40 million in total by 2020.
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Our research | The 2017 Dove Global Girls Beauty and Confidence Report
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A solution: By building up body confidence in young people we can help them reach their full potential
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And there is hope, some good news from the report!
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Key pillars of DSEP activity
Educate
Communicate
Fund
JTBD
Reach 40 million young people with quality self-esteem education by 2020 at minimal cost per intervention.
Drive awareness of DSEP with Dove target audience to build brand equity.
Raise maximum funds to enable us to both reach more lives and ensure credibility through academic studies.
What
• Scale up reach & drive down cost per intervention (CPI) • All content to be evidence-based and of the highest quality (quality intervention) • Comms targeted at teachers & parents to recruit them & drive lives reached
• Push out DSEP message across multiple channels
External funding • Identify funders who would support DSEP e.g. Trusts & Foundations • Apply for research funding via academic partners like CAR, e.g. Government
Advocate Enabler
• Continue to raise awareness of the issue, i.e. girls’ poor body esteem prevents them from reaching their full potential • Strengthen our credibility and leadership in this area through research and communications to KOFs
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Quality of impact | Our evidence-based curriculum framework •
Dove-commissioned scientific literature review on adolescent girls’ body confidence (Centre for Appearance Research, University of the West of England).
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Research surfaced 6 key behaviours/areas we must target to genuinely improve girls’ body confidence.
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An evidence-based Content Development Framework now underpins all DSEP interventions.
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Quality of impact | Our validated resources We have delivered self-esteem education via 4 global programs, each adding value to the DSEP in different ways: • Confident Me: the School’s programme is about 70% of overall reach in terms of tools •
Uniquely Me: the Parent’s programme offers a deeper, more personal understanding of the relevance and importance of the work of the DSEP, a more intimate value exchange
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True to Me & Free Being Me (w/ partner WAGGGS): the Youth Leader’s programme helps the DSEP to deliver consistently high quality non-formal education with impact at scale, achieving significant cost-efficiencies
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Our global partner | The World Association of Girl Guides and Girl Scouts (WAGGGS)
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Largest voluntary movement dedicated to girls and young women in the world with a membership of > 10,000,000 girls.
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Largest global public private partnership within USLP to accelerate global reach of DSEP.
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Co-developed the ‘Free Being Me’ programme together with expert advisors.
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Already delivered 3.5 million ‘lives reached (2013-2016), in 125 countries and 19 languages.
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Will deliver an additional 3 million lives (2017-2020).
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DSEP 2.0 | Growth to 13 new countries
Fully optimised for mobile, desktop & tablet (mobile first experience) Available on 26 sites globally by the end of 2017
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Communications | Raise awareness of DSEP across multiple media channels, in store, and around key moments
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Advocacy| events & key asks Raising the issue of Body Confidence with WAGGGS at global events at the UN and other forums with 3 key asks: Collaborate to ensure scale Coordinate the efforts of civil society, policy makers, NGOs and corporate industry to design and implement a strategy that brings about effective, society-wide change Ensure education efforts are effective Ensure the body confidence education offered to girls and young women has proven effectiveness. Establish a baseline Establish a baseline understanding of the nature, prevalence and implications of low body confidence for girls in each country by funding a standardised survey.
CSW video from the UN
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Our 2020 vision By 2020, Dove will dramatically increase the number of people who claim awareness of DSEP to 50% globally whilst continuing to build the programme’s credibility by doubling its social impact, reaching a total of 40 million young people.
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Thank you & Your Challenge!
The Challenge: Spread the DSEP API The API contains downloadable workshop tools, activities, articles, videos and much more that we want you to help provide youth leaders, mentors, parents, and teachers with so they can help shape a generation of empowered and more body confident girls worldwide. We want to help push your creative ideas that can positively impact how girls feel about themselves and their bodies into reality.
Build a functional demo, design a mockup, or put together a 'paper prototype' of your idea for disseminating this critically important content, pitch it to us in 3 minutes, and we might just green-light your project with £20K and mentorship from the global Dove team!
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Other ways to get involved at hackathon 1.
Create your own #ConfidentGirl selfie or team selfie Share your body confidence message now to help every girl become a #ConfidentGirl at our photo booth
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Contribute to our playlist We will be playing some inspirational girl power tunes and you can add your favourite to our collaborative Spotify playlist “DSEP ConfidentGirl”
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Win one of 18 Adobe Creative Cloud licenses for 12months Participate in our Kahoot quizzes throughout our 2 days together, 7 prizes given daily and some for special contributors in our pitch ceremony on Saturday
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