• Wed. Dec 6th, 2023

Dove Promotes Mental Health Awareness with Collaboration with Animated Influencer for Thanksgiving


Nov 21, 2023

Dove, a well-known personal care brand, has teamed up with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok leading up to Thanksgiving. This campaign is an extension of Dove’s nearly 20-year-old Self-Esteem Project, which focuses on promoting self-esteem through its marketing efforts.

Lennnie, an animated blob introduced last year, has quickly gained popularity on TikTok and Instagram with over 4 million followers. Lennnie’s gentle speaking voice and songs have been shared by celebrities such as Kim Kardashian and Jennifer Aniston. With Thanksgiving being a stressful holiday for some people, particularly due to the pressure of aligning family gatherings with the Norman Rockwellian sentiment often associated with the occasion, Dove’s campaign aims to provide some much-needed confidence for those who may require it.

The three-day campaign kicks off on Monday, Nov. 20th, with an Instagram post from Lennnie singing a song of love and positivity with lyrics such as “You’ve got a shine and a light and a glow, and it radiates from your head to your toes.” The content push was developed by Razorfish.

Earlier this year, the Dove Self-Esteem Project launched the Campaign for Kids Online Safety, which shifted its focus beyond individual actions to take legislative action that could help protect children and young adults from the negative effects of social media on mental health. The brand created the Dove Self-Esteem Project in 2004 in partnership with the Centre for Appearance Research at the University of West England with the purpose of helping young people develop a positive relationship with their appearance so that they are not hindered by anxiety related to their looks.

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