Dove Hosts Flag Football Game To Champion Body Confidence

On Super Bowl Sunday, Dove took the field with national youth health and wellness nonprofit Genyouth and Clark County School District to host a flag football game to champion body  confidence and help keep girls in sports.

 

Pro footballer Steve Young and tennis champion and entrepreneur Venus Williams joined the celebration by coaching teams of high school girls to raise awareness of the fact that 45% of girls drop out of sports by age 14 due to low body confidence. As a result of this staggering statistic, Dove, together with Nike, co-created the Body Confident Sport Program. This first-of-its-kind, scientifically-proven free digital tool for coaches helps girls thrive and feel like they belong in sports.

 

The Body Confident Sport program aims to reach one million young people annually, and is one of many resources from the Dove Self-Esteem Project. The Dove Self-Esteem Project is among the largest self-esteem education providers in the world, offering no-cost, academically validated tools to parents, teachers, mentors and kids for two decades. To date, Dove has reached more than 100 million young people globally across 150 countries, with a goal of reaching 250 million young lives by 2030.

 

Also there to support keeping girls in the game in a custom Dove #KeepHerConfident jersey was Grammy Award-winning singer Ciara, who delivered an empowering speech to the players before they hit the field.

 

The event kicked-off the sports-filled weekend where Dove aired its new Game Day ad, the first since 2006, with an important message promoting body confidence to keep girls playing the sports they love.

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