'Let’s build self-esteem!' Chemmy Alcott and Jane Fallon star in Dove's inspirational new campaign
16:09 GMT, 12 April 2012
After the success of Dove's 'real women' campaign, the brand's latest models are this time keeping their clothes on – and hoping to attract a new generation of fans.
The image features five successful business women including Ricky Gervais's wife Jane Fallon and Olympic skiier Chemmy Alcott.
Shot by British fashion photographer Rankin, they are joined by their younger aspirational counterparts in a bid to boost young girls' self-esteem.
From left: Maxine Benson, Karen Gill, Jane Fallon, Chemmy Alcott and Michelle McDowell pictured with their aspiring younger counterparts Jessica Anderson,
Anya Parti, Sophie Morgan Dyson, Arabella Warne and Jesse Schubert for Dove's Self-Esteem Programme, shot by Rankin
Civil Engineer and MBE Michelle McDowell, Karen Gill and MBE & founders of Everywoman Maxine Benson also star in the campaign.
The women are hoping to highlight the importance of raising self-esteem among young girls and to ensure aspirations for future generations.
Following the Dove Self-Esteem Programme shoot, the inspirational women all offered their younger counterparts their phone numbers and asked them to stay in touch to discuss career development and offer them any advise should they need it.
Research conducted by Dove has
revealed 45% of girls aged 11 to 17 describe themselves as ‘average’ and
‘ordinary’ with a further 10% feeling ‘plain’, ‘unattractive’ and
Just over half (53%) of all girls believe they would be happier if they were more beautiful.
Real women: The only genuine media breakthrough in recent years as far as the
portrayal of real women is concerned has been the Dove Campaign
Dove will be reaching out to young people in the UK through self-esteem workshops, which will be held in schools all over the country.
Any Dove product bought between 26th March – 15th May 2012 will help to give a girl a self-esteem education.
This will be delivered through a Dove donation of a minimum of 250,000 to BEAT (the UK’s leading charity for those affected by eating disorders) to deliver workshops in schools.
Karen Gill and Maxine Benson from Everywoman, an organisation that challenges and changes the mindsets of women in business, said they were saddened by the research but said it was repairable.
They said: 'It should be every woman’s mission to help eradicate self-esteem issues and this is why we are so passionate about the Dove Self-Esteem Programme.'