Dove has teamed up with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok leading up to Thanksgiving, according to company materials. Lennnie is an animated blob that was introduced last year to spread positivity through gentle speaking and songs. With over 4 million followers on TikTok and Instagram, Lennnie has been shared by celebrities including Kim Kardashian and Jennifer Aniston.
The campaign is part of the nearly 20-year-old Dove Self-Esteem Project, which recently focused on the challenges of comparison driven by social media. The goal of this effort is to provide some encouragement for those who may need it during the holiday season, continuing Dove’s long-standing campaign promoting self-esteem through marketing.
Lennnie is an animated character that talks about mental health and overcoming obstacles in a simple and approachable manner. The three-day campaign begins on Monday, November 20th with an Instagram post from Lennnie 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.” This campaign was developed by Razorfish.
Earlier this year, the Dove Self-Esteem Project launched the Campaign for Kids Online Safety, which expanded the brand platform’s messaging beyond individual actions to take legislative action aimed at protecting kids and young adults from the negative effects of social media on mental health. The brand created the Dove Self-Esteem Project in 2004 in partnership with the Centre for Appearance Research at the University of West England with the purpose of helping young people develop a positive relationship with their looks so they are not held back by appearance-related anxiety.