Dove has joined forces with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok leading up to Thanksgiving, according to information provided by the company.
Lennnie is an animated blob that was introduced last year to promote positivity through a gentle speaking voice and songs. With over 4 million followers on TikTok and Instagram, Lennnie has been shared by celebrities including Kim Kardashian and Jennifer Aniston.
The content push is part of Dove’s nearly 20-year-old Self-Esteem Project, which has recently focused on the challenges of comparison driven by social media. The project aims to help young people develop a positive relationship with their appearance so they are not hindered by anxiety related to their looks.
Dove’s effort is aimed at providing some much-needed confidence for those who may require it during the holiday season, when social media can be particularly stressful due to the Norman Rockwellian sentiment often associated with family gatherings. Razorfish developed the campaign.
The three-day campaign begins on Monday, Nov. 20, 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.” The campaign will continue until Thanksgiving, promoting mental health and overcoming obstacles in a simple yet approachable manner.