PlusOne - Musings of a marketer

In a recent post, the move by companies to market to consumers in ways other than promoting the product directly was examined. Instead companies are creating a community/trust relationship with consumers in a push towards a “new loyalty”.

Here is another example - Dove Self Esteem Fund. Not only does Dove work to creating and maintaining relationships with women of an age who are, perhaps since puberty, becoming concerned at the appearance of their skin, but also the daughters of those women.

The site has three main areas:
Self Esteem

In this section, there is a workbook/activity guide for mothers and daughters.
A mom is one of the most important influences in the life of a daughter. Whether you are a step-mom, and auntie, a grandmother, a big sister or just a loving friend, the role of a “mother” is important and necessary in a girl’s development.

In order to give your daughter the strength and courage she needs to feel beautiful in a world that may challenge her values, you may need to take inventory of your own feelings of beauty.

The true you! Workbook is designed to help facilitate conversation, develop foundations and strengthen relationships as your daughter grows. It comes at a challenging time – adolescence – when girls are questioning the world of beauty around them.

Moms, your daughters need you more than ever. Rise to the challenge!

Another section Deals with Self Image

In it, there are a number of quizzes looking at yourself, relationships, and if you are hurting.

BodyTalk is being developed in the United Kingdom. It’s a workshop designed to help young girls (and boys) understand and deal with feelings about their physical appearance, and learn how “ideal” images of beauty are created.

Finally Self Esteem and Body Image Workshop

This invites people to participate in a range of ways:

Whether you prefer to learn more about the self-esteem issue, make a donation, mentor young adults or simply send someone a self-esteem card, you can help keep the dialogue going and to redefine beauty.

The BodyTalk and uniquely ME! programs offer valuable workshop materials you can use to create a self-esteem dialogue with young girls and boys.

uniquely ME! is a Girl Scouts of the USA program, supported by the Dove Self-Esteem Fund, designed to improve self-esteem among girls ages 8-14 in the US and Puerto Rico. Founded in 2002, this program reached in a variety of ways over 138,000 girls since its inception.

These programs are being sponsored and developed by Dove and with donations.