Cartoon Network And Dove Self Esteem Project Announces New Ad Campaign “I’m Fine”
Building on the current Steven Universe themed self-esteem and body confidence campaign from Cartoon Network and the Dove Self-Esteem Project, both Cartoon Network and Dove have teamed up again for another advertising campaign called “I’m Fine”. The new campaign explores the issues of beauty and self-esteem and how teenage girls really feel in the inside, but on the outside they just say “I’m fine” or simply shrug it off because they struggle to express their feelings, this means the people who are closest to them don’t know how they really feel. The purpose of the campaign is to let parents be aware of the self-esteem issues their children may be facing on a daily basis.
The new series of adverts are part live-action and part animated and are produced by advertising and marketing agency – Ogilvy UK, directed by Andrew Lang from production house – Sweetshop and animated by Frankie Swan at Picasso Pictures, all three are based in London, UK.
Each of the four ad spots tells the inner thoughts and feelings of four girls from the United States, Brazil, Mexico and France. The four girls were specifically chosen because of their own personal stories and insights in life.
In the United States (English) ad, Nesida, who lives in New York arrived back home from school and her parents ask how her day was, this is followed by an animated sequence expressing her inner troublesome thoughts of not fitting in at school, but she doesn’t say her inner thoughts and just says “I’m fine” to her mother.
The Mexico ad (Latin American Spanish), features a young girl named Karla from Mexico City she uses gymnastics and mathematics to express herself. The French and Brazilian Portuguese language ads will be released in the following weeks.
The Dove Self-Esteem Project, associated with Unilever’s personal care brand – Dove, exists in 140 countries around the world and is committed to reaching 40 million young people by 2020. The project is the biggest self-esteem education programme of its kind in the world, so far, Dove and Cartoon Network have already committed to help 20 million kids build their self-esteem.