This International Day of the Girl, Dove launches a worldwide call to #ChangeTheCompliment—inviting parents, educators, and role models to praise girls for their character, strengths, and achievements, not just their looks. The integrated effort spans 25 countries across five continents with film, OOH, social UGC, and influencer partnerships, turning a simple everyday habit into a catalyst for confidence.
Why shift the compliment?
For generations, well-meaning appearance-based praise has dominated how we talk to girls. Research shows this can increase body dissatisfaction and create the impression that appearance defines worth. #ChangeTheCompliment reframes everyday praise toward qualities like being “kind and clever,” “strong and creative,” or “brave and curious.”
How the campaign comes to life
Developed by Zulu Alpha Kilo (New York & Toronto), the campaign is anchored by a hero film—directed by Haya Waseem with Object & Animal and edited by Marlo Caine at Cosmo Street Editorial—running on television and cinema. Large-scale OOH headlines (“Don’t just call me beautiful.”) spark conversation in high-traffic locations, while social-first tools—a CapCut template for TikTok and an Instagram “Add Yours” sticker—make it easy for people to share their own #ChangeTheCompliment stories.
Where it’s running
The movement spans 25 countries, including Canada, the United States, the United Kingdom, Mexico, Brazil, Greece, Sweden, South Africa, and India, among others. Localized activations amplify the message; for example, in Germany, Dove’s Body Confidence Sport program features #ChangeTheCompliment with activities where girls customize t-shirts with their own chosen compliment.
Why it matters for OOH
Like high-impact OOH, cultural behavior change demands frequency, relevance, and visibility. By pairing bold, empathetic headlines with social UGC mechanics, the campaign turns public space into a springboard for everyday language shifts—bridging billboards, cinema, and social to build lasting recall and action.
The initiative is part of the Dove Self-Esteem Project—the world’s largest provider of body confidence education, with evidence-based resources co-created with body image experts and delivered in schools and communities worldwide. This October, Dove expands workshops with partners, parents, educators, and employees to help children build confidence—starting with a simple change in how we compliment them.
FAQs about this campaign
What is Dove’s #ChangeTheCompliment?
A global movement encouraging people to praise girls for qualities, skills, and achievements—not just appearance—to build lasting confidence.
When and where is the campaign running?
Launched on October 11, 2025 (International Day of the Girl), it spans 25 countries across five continents, including Canada, the U.S., the U.K., Mexico, Brazil, Greece, Sweden, South Africa, and India.
Who created the campaign?
Zulu Alpha Kilo’s New York and Toronto offices led the integrated idea, with a hero film directed by Haya Waseem (Object & Animal) and edited by Marlo Caine (Cosmo Street Editorial).
How does it come to life across channels?
With TV/cinema runs for the hero film, large-scale OOH, social-first UGC (CapCut template, Instagram “Add Yours” sticker), and influencer extensions—plus local programming in markets like Germany via Dove’s Body Confidence Sport.
How does this connect to the Dove Self-Esteem Project?
It builds on the world’s largest body confidence education effort, which has reached 137M+ young people in 153 countries with free, evidence-based resources.
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