Dove, Cartoon Network’s ‘Steven Universe’ help build self-esteem
Dove has announced that it will embark on a two-year global partnership with Cartoon Network series “Steven Universe”, which is known for its themes of inclusivity and empowerment.
The collaboration stems from Dove’s Self-Esteem Project, a movement focused on helping young people build self-esteem and confidence through educational programs. Created in 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 family and friends, put their health at risk and opt out of important life events, the company said.
A series of six short animated films directed by “Steven Universe” creator Rebecca Sugar will bring the campaign to life. An original song featuring the cast of the show, accompanying music video and educational eBook is set to be released later this year.
“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,” Sophie Galvani, Dove global vice president, said. “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 program 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.”
Dove’s Self-Esteem Project currently reaches 140 countries around the world, and with the help of “Steven Universe” will now be able to reach 20 million more people, the company said.
“It has always been important to us that our content resonates with our audience and empowers them,” Christina Miller, president of Cartoon Network, said. “This partnership is unprecedented in its scale, reach and ambition to make a difference in kids lives around the world.”
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