“You look so pretty.” “You’re so beautiful.” 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.

Research shows that well-meaning appearance-based praise can increase body dissatisfaction, and that adults place greater emphasis on girls’ appearance than boys. 

On International Day of The Girl, October 11th, Dove and Zulu Alpha Kilo New York and Toronto offices are launching, a global call to #ChangeTheCompliment and rethink how we talk to, and about, young girls.

The campaign 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,” stated Marcela Melero, chief growth officer, Dove Personal Care North America & Dove Masterbrand.

The full campaign is designed to spark conversation among parents and role models, spanning film, social and UGC activations, OOH and influencer partnerships. The hero film, composed of found footage and filmed moments of real girls, is directed by Haya Waseem with 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 customise t-shirts with their own chosen compliment that represents them best.

“The provocation here is that what feels like a harmless, positive behaviour is actually the root of our confidence issues as girls and women,” added 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.”

The campaign is part of The Dove Self-Esteem Project, the world’s largest provider of body confidence education, having reached 137 million young people across 153 countries with free, evidence-based resources co-created with body image experts. This International Day of the Girl, Dove will expand workshops in schools and communities worldwide, uniting partners, parents, educators, and employees to help build school children’s confidence.

Credits
Client: Unilever Global [Dove]
Chief Growth Officer, Dove Personal Care North America and Dove Masterbrand: Marcela Melero
Brand and Product Marketing Manager, Dove: Sol Molina
Global Dove Partnership Brand Manager, Dove: Xander Smit
Global Assistant Brand Manager, Dove: Meg Morrison

Agency: Zulu Alpha Kilo NY & Toronto
CCO & Partner: Tim Gordon
CCO: Brian Murray
Creative Directors – Art Directors: Nikki Garrett, Jacob Gawrysiak & Ana Segurajauregui
Creative Directors – Copywriters: Jeff Tyser & Addie Gillespie
Copywriter: Dylan Thompson
Art Director: Carlos Veras
Head of Strategy: Emily Garvey
Senior Strategist: Jordan Alperin
Managing Director: Meghan Mullen
Managing Director, Operations: Robyn Morrissey
Group Account Director: Alexa Macdonald
Account Director: Hayley Blackmore
Director of Integrated Production: Ola Stodulska
Executive Producer: Tammy Lecker
Senior Producer: Teresa Bayley
Lead Interactive Artist: Andrew Martin
Studio Artist: Stephanie Kelly

Production Company: Object & Animal
Director: Haya Waseem
Executive Producer & Partner: Emi Stewart
Head of Production: Lauren Skillen
Director of Photography: Chris Lew, CSC

Production Company: Animals
Executive Producers: Miriana DiQuinzio & Chris Hutsul
Production Manager: Liam Benstead
Line Producer: Dan Montgomery

Editorial Company: Cosmo Street
Executive Producer: Luiza Naritomi
Senior Producer: Amanda Slamin
Editor: Marlo Caine
Assistant & Social Editor: Moss Levenson
Post Production: The End
Executive Producer: Diana Dayrit   
Artists: Jon Nagel & John Erdman

Colour: Company 3
Colourists: Kath Raisch & Yoomin Lee
Producer: Jake Rioux

Music: MassiveMusic
Composer: Adina Nelu
Music ​Supervision: Alex Menck
Executive ​Creative Director: Justin ​”Commie” McCullen
Senor ​Producer: Dale Mason
Sound Design & Mix: Sonic Union
Sound Designer & Mixer: Steve Rosen & Kelly Oostman
Executive Producer: Justine Cortale

Casting: MiLO Casting
Casting Director: Stephen Milo
Lead Researcher: Taijah Hinds Rowe

Found Footage: Lost Loved
Founder & Partner: Jamie Sewell
Research Team: Laura Weatherburn & Dave Lupto
Research Admin & Support: Jessica Verner

Stills Photography: Saty + Pratha
Photographers: Saty Navmar + Pratha Samyrajah
Wardrobe Stylist: Shea Hurley
Hair & Makeup Artist: Sheri Stroh
Business Affairs: Hailstorm
Nikki Balekjian & Savannah Horner