Dove | Most Likely To
Dove | Most Likely To
There is a crisis of low self-esteem in a generation of teenage girls, and it isn’t just harming them now. It’s harming their futures. 2 out of 3 girls stop participating in school because of low self-esteem.
To help every Canadian girl reach her full potential, we created Most Likely To: a film that inverts the yearbook ‘most likely to’ trope to show how low self-esteem prevents girls from flourishing. The film drove teachers and schools to sign up for Dove’s free virtual self-esteem workshops, created specifically for students.
In the first 48 hours, over 400 Canadian schools enrolled in the workshops. The film caught the attention of Canadian MPs and parliament, who have since pledged C$1.5 million in partnership with Dove to promote self-esteem in schools.