Dove has partnered with animated social media influencer Lennnie for a mental health campaign on Instagram and TikTok.
Lennnie is an animated character who speaks about mental health, positive self-talk and overcoming obstacles through a gentle voice and songs.
The animated character has gained more than 4 million followers on TikTok and Instagram and has been shared by celebrities including Kim Kardashian, Kendall Jenner and Jennifer Aniston.
The content push is part of the Dove Self-Esteem Project, which has recently focused on the pitfalls of comparison driven by social media.
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The three-day campaign kicks off on November 20th with a post on Instagram from the animated social media influencer 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 campaign was developed by Razorfish.
Dove’s effort is meant to inject confidence for those who may need it, continuing its years-long campaign of promoting self-esteem through its marketing.
The brand created the Dove Self-Esteem Project in 2004 in partnership with the Centre for Appearance Research at the University of West England.
The project’s purpose is to help the younger generation develop a positive relationship with their looks so they are not held back by appearance-related anxiety.