Dove's new mission to help promote self-esteem among girls is called "Let's Make Girls Unstoppable," and it launched today at the fifth annual Mom 2.0 Summit.
At the event, Jess Weiner, global self-esteem ambassador for Dove, announced the campaign's launch during a keynote conversation with journalist Lisa Ling.
"Girls feel tremendous pressure to be beautiful, and as mothers, aunts, teachers or coaches we all have the opportunity to make a difference in a girl's self-esteem," said Lisa Ling. "I am honored to partner with Dove to help build positive self-esteem in the next generation of girls. I will always be grateful to the women in my life who inspired me to reach my full potential and I hope to do the same for my daughter."
Dove is turning to moms and mentors to kick off the campaign by asking them to share photos, videos and stories of girls in their lives enjoying favorite activities - in an effort to inspire girls across the country to keep going, to be confident and always feel "unstoppable."
"We know that beauty anxiety and beauty pressure is felt by girls as young as eight years old. We're giving women the tools and resources they need to start a conversation with the girl in their life, one of the most important women will ever have," said Rob Candelino, vice president, Unilever Skincare.
Dove hopes to reach 15 million girls by 2015 - helping them to feel more confident instead of anxious about their looks. Photos can be shared at: Dove.com, the brand's Facebook page, or on Twitter using the hashtag #GirlsUnstoppable.