TORONTO, /CNW/ – Beauty brand Dove has joined forces with Kylie Kelce in the lead up to the Big Game with an important message to #KeepHerConfident after new research co-commissioned by Dove found 45% of girls drop out by age 14 due to low body confidence.
The partnership announcement comes ahead of the Dove brand’s return to the Big Game with a :30 second spot that will air in the first quarter of football’s biggest night.
“As an athlete, field-hockey coach and mother to three young girls, I know first hand how important it is to build the body confidence of girls in sports,” commented Kelce. “Young female athletes should be able to freely express themselves through the sports they love without the pressure of worrying about what they may look like while they play. Sports have so many amazing benefits and I’m so excited to partner with Dove on such an important and special issue to me and my family.”
In partnership with Dove, Kylie will support the Body Confident Sport program – a first-of-its-kind and scientifically-proven set of free digital tools for coaches co-developed by Dove and Nike to build body confidence in 11-17-year-old girls so they can keep playing the game they love.
“Heading into football’s biggest night, we are thrilled to be partnering with Kylie Kelce to make sports a place where all girls can thrive and feel like they belong,” says Firdaous El Honsali, Global Vice President, Dove Masterbrand. “As a coach herself, Kylie understands how detrimental negative body talk can be for girls and how influential coaches can be in building self-esteem on and off the field. We’re honored to have her on our roster as the perfect partner to help build momentum for this issue and keep girls playing the sports they love.”
The Body Confident Sport program aims to reach one million young people annually, and is one of many resources from the Dove Self-Esteem Project. The Dove Self-Esteem Project is the largest self-esteem education provider in the world, offering no-cost, academically validated tools to parents, teachers, mentors and kids for two decades. To date, Dove has reached more than 100 million young people globally across 150 countries, with a goal of reaching 250M young lives by 2030.
Sports are for every body. Learn how to help #KeepHerConfident in sports at Dove.com/ConfidentSports or on social @Dove.
SOURCE Dove Canada