Dove has recently teamed up with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok leading up to Thanksgiving. Lennnie is an animated blob that was introduced last year to promote positivity through a gentle speaking voice and songs. The character has amassed over 4 million followers on TikTok and Instagram and has been shared by celebrities such as Kim Kardashian and Jennifer Aniston.
The content push is part of the nearly 20-year-old Dove Self-Esteem Project, which has recently shifted its focus to the pitfalls of comparison driven by social media. The project aims to help young people develop a positive relationship with their appearance so they are not held back by anxiety related to their looks.
Thanksgiving can be a stressful holiday for some, particularly as people use social media to try to align their gatherings with the Norman Rockwellian sentiment often associated with the occasion. Anticipating some unhealthy scrutiny over the holiday weekend, Dove’s effort is intended to provide a little boost of confidence for those who may need it, continuing its years-long campaign of promoting self-esteem through marketing.
Lennnie is an animated character that talks about mental health and overcoming obstacles in a simple, approachable manner. The three-day campaign kicks off on Monday, Nov. 20, with a post on Instagram from the animated social media influencer 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.” The campaign was developed by Razorfish.
Earlier this year, the Dove Self-Esteem Project launched the Campaign for Kids Online Safety, which moves the brand platform’s messaging beyond what individuals can do to maintain self-esteem to a broader focus on legislative action that could help protect kids and young adults from the ill effects of social media on mental health.