Dove announces global partnership with Cartoon Network’s Steven Universe to build self-esteem and body confidence in young people using mainstream entertainment for the first time
Dove announces a two-year global partnership with Cartoon Network’s Steven Universe to educate
young people on body confidence through the cartoon’s themes of inclusivity and
empowerment, world and characters – going directly to them in a medium they
know and love, something that has never been done before.
This pioneering collaboration
comes from the Dove Self-Esteem Project which has been helping young people build
self-esteem and body confidence through educational programmes since 2004. The
project is based on the knowledge that over half of girls do not have high body
confidence, leading them to avoid spending time with friends and family, put
their health at risk and opt-out of important life events. The Dove Self-Esteem
Project exists in 140 countries around the world is committed to reaching 40
million young people by 2020 through its existing educational programmes; and
with the help of Steven Universe, will
now reach 20 million more.
Using a public health
intervention model, the Dove Self-Esteem Project will expand beyond structured
workshops delivered by adults to taking educational content direct to young
people on a scale never-seen before. And in the case of the project’s
partnership with Cartoon Network, this will be Steven Universe’s young viewers to positively impact their self-esteem
and body confidence.
The partnership will come to life in a series of six short animated
films directed by Steven Universe
creator Rebecca Sugar, the first of which premieres today. Working with the Dove
Self-Esteem Project, all content has been
carefully co-created and grounded in scientific evidence by body image expert,
Dr Phillippa Diedrichs at the Centre for Appearance Research at the University
of the West of England. in order to make a meaningful impact on a young
person’s self-esteem and body confidence.
Later this year, an original song featuring the cast of the show, an
accompanying music video, and an educational eBook will also be launched adding
to the Dove Self-Esteem Project’s commitment to create a media landscape for
young people that is inclusive by acknowledging every person’s uniqueness and
representing true diversity.
“Since 2004, through the Dove Self-Esteem
Project, we have been providing young people with the tools and resources they
need to develop body confidence and self-esteem so they can fully participate
in life and reach their full potential,” says Sophie Galvani, Dove Global Vice President. “We are passionate about evolving the types
of messages the next generation are receiving through media, which is why we
are working side by side with partners to take the programme to the next level.
We are introducing new tools to enable us to reach even more young people with
content that not only educates but also entertains. By partnering with Cartoon
Network and Rebecca Sugar we are able to create new ways to make a real impact
towards our mission of helping young people build positive body confidence and
self-esteem.”
Research shows that
children’s media can be a powerful source of influence on young viewers’ body
image and emotional intelligence, with carefully designed inclusive content creating
more positive attitudes and behaviours towards their own health and others.
“Appearance ideals and stereotypes are
widespread in children’s media. Studies show that this trend occurs more
frequently on screen than in books. Therefore, it is vital to have new content
that encourages children to have a positive relationship with the way they look
and showcases a diverse and inclusive range of appearances” states Dr Phillippa Diedrichs, Body Image
Expert. “The partnership creates content
that tackles topics identified in scientific research as key influences on
young people’s body confidence, and delivers it in an engaging and fun way.”
Critically acclaimed,
Steven Universe is the first animated
series on Cartoon Network to be created by a woman. A global pop culture
phenomenon recognized for its overall themes of inclusivity, empathy and
relatability, the show is inspired by Rebecca’s friendship and close
relationship with her younger brother Steven.
“It has always been important to us that our content
resonates with our audience and empowers them,” says Christina Miller, president Cartoon Network. “This partnership is unprecedented in its
scale, reach and ambition to make a difference in kids lives around the world.”
“Cartoons
are a powerful medium when it comes to empathy and understanding, which is why
my team and I take great care with Steven Universe to reflect real issues that
affect our audience," says Rebecca. "I'm grateful that I will have access
to a plethora of research on body image and mental health thanks to this
partnership with the Dove Self-Esteem Project. This is an issue I have
struggled with personally and I hope this will be a chance to amplify positive
messages about self-awareness and acceptance.”
For more information,
visit dove.com/cartoons or contact Felicia Mateo (fishmateo@rebelmarketing.com) or Naissa Carmona (naissacarmona@rebelmarketing.com.ph).
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