The study found that, at 14, girls had already developed a sense of self-esteem.
Furthermore, an alarming 84 per cent of Singapore teenage girls wanted to change their appearance. The campaign takes a two-pronged approach: education and reparation.
In Singapore, Dove has tied up with local secondary schools and the Singapore General Hospital to host a series of workshops on eating disorders. Media partners include MediaCorp, MSN and StarHub. Ogilvy & Mather has produced TV, print, outdoor, online and radio executions. In the TVC, ‘Little girls', Asian girls reveal their physical insecurities, while the print work features survey results such as ‘one-in-five Singaporean girls would consider plastic surgery'. "Last year's campaign was geared to provoke a debate on what beauty is," said Benoit Wiesser, Ogilvy regional planning director. "This year is about doing something, rather than just talking about it."
Toni Chew, product group manager at Unilever Singapore, said the campaign aims to reach a million girls by 2008. The campaign kicked off in November 2006 in Korea, Taiwan and Hong Kong, with the Southeast Asia phase rolling out in Singapore, Malaysia, the Philippines and Indonesia over the next three months. Dove's ‘Campaign for real beauty' launched regionally in 2005 (Media, 15 July, 2005).
