Unilever’s personal care brand Dove has entered into a two-year partnership with Cartoon Network. This unique and pioneering collaboration between the two brands centers in a common goal to further promote the development of self-esteem and physical confidence among young televiewers.
The partnership taps Steven Universe, Cartoon Network’s first-ever animated series created by a woman—Rebecca Sugar. This special campaign kicks off with a series comprising of six animated short films, which already premiered in the first week of April. Sugar worked closely with a body image expert while creating the short features to make sure the materials will align with the intent of the project.
This team-up will also launch other accompanying assets within the year—including an original soundtrack performed by Steven Universe’s cast and a special educational e-book.
Boosting self-esteem
“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,” said Dove Global Vice President Sophie Galvani.
“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,” Galvani added.
Dove Self-Esteem Project
Based on findings of a study by the Dove Self-Esteem Project, more than half of young girls globally possess low body confidence—the reason why they usually avoid spending time with their family and friends, choose to back out from important life events, and put their own health at risk.
The project aims to reach out to about 40 million young people across 140 countries by the year 2020. The collaboration with Steven Universe is expected to help the Dove Self-Esteem Project reach out to 20 million youngsters more.
Cartoon Network’s Steven Universe is inspired by its creator’s friendship and personal relationship with her younger brother named Steven. It has become a global pop culture phenomenon that is being recognized by audiences for its themes that reflect empathy, inclusivity, and reliability.