In the lead-up to Thanksgiving, Dove has teamed up with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok. The campaign is part of Dove’s nearly 20-year-old Self-Esteem Project, which has recently shifted its focus to the negative impact of comparison on mental health that can arise from social media use.
Lennnie, an animated blob introduced last year as a promotional tool to spread positivity through a gentle speaking voice and songs, has amassed more than 4 million followers on TikTok and Instagram. The character has been shared by celebrities like Kim Kardashian and Jennifer Aniston. With Thanksgiving often causing stress for some people as they try to align their family gatherings with the Norman Rockwellian sentiment attached to the holiday, Dove’s effort aims to boost confidence among those who may need it while continuing its longstanding campaign of promoting self-esteem through its marketing efforts.
The three-day campaign kicks off on Monday, Nov. 20 with an Instagram post featuring Lennnie 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.” Developed by Razorfish, this project continues Dove’s commitment to helping young people develop positive relationships with themselves so they are not held back by anxiety related to appearance.
In addition to this new campaign, earlier this year the Dove Self-Esteem Project launched the Campaign for Kids Online Safety, which expands beyond individual actions for maintaining self-esteem into broader legislative action aimed at protecting kids and young adults from the negative effects of social media on mental health. Through these initiatives, Dove continues its mission of promoting self-esteem among individuals of all ages.