Dove forms global content-based partnership with Cartoon Network
Dove has formed a two-year partnership with Cartoon Network to create youth-oriented programming designed to deliver a self esteem-boosting message of body positivity through the channel's Steven Universe show.
Sophie Galvani, Dove Global Vice President said in a release that Unilever's Dove is interested in "evolving the types of messages the next generation are receiving through media." She explained, "We are introducing new tools to enable us to reach even more young people with content that not only educates but also entertains."
This is the first content creation-based television partnership for Dove's Self-Esteem Project which began in 2004. The project's goal is to create a more inclusive media landscape that fuels self esteem and body positivity.
From a strategic marketing standpoint, Dove has never targeted children through a cartoon on a major cable network before. Dr Phillippa Diedrichs, body image expert, explained in a release that "It is vital to have new content that encourages children to have a positive relationship with the way they look and showcases a diverse and inclusive range of appearances."
Cartoon Network's Steven Universe is an Emmy-nominated show written by New York Times bestselling author Rebecca Sugar, and focuses on themes of inclusivity and empowerment. Christina Miller, president of Cartoon Network, said the partnership will help make a difference in the lives of children, who are more influenced by media on television and film than through books.
Sugar, the show's creator, said the partnership with Dove has given her access to a large amount of data and research on body image issues. Her goal with the partnership is to use Dove's support to create a story of self acceptance and awareness.
To date, Dove's Self-Esteem Project has reached 30 million young people in 138 countries.The company's partnership with Cartoon Network is currently slated to last two years.
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