Research shows that 60% of girls stop participating in sports due to low body image, which keeps them from reaching their full potential. In cooperation with the Quebec Soccer Federation, Dove provided educational tools to help promote self esteem to 5,000 young female soccer players during summer tournaments as part of the North American "Make Girls Unstoppable" program.

In the first wave, the message reached consumers through full-page advertisements in local newspapers, and in Jean Coutu stores. Shoppers were informed of the self esteem issues, given a means to help by purchasing Dove products, and rewarded with extra Air Miles for the purchase of three or more Dove products.

The execution included regular posts on the Quebec Soccer Federation Facebook page and an online presence on the Soccer Federation web magazine (Coach 101); ads in Jean Coutu flyers (2.6 million), newsletters (225,000), and on the website landing page inviting consumers into stores; 288 in-store executions including PDQ displays, danglers and basket banners; self esteem workshops at Quebec's two largest soccer tournaments (six days total) including distribution of a Dove Self Esteem Project sport bag; and distribution of 5,000 self esteem educational booklets at eight soccer tournaments.

In the second phase, at the end of soccer season, Dove revealed the results of the campaign, and encouraged the public to continue supporting the Dove Self Esteem Project, this time by offering a free mirror with a self esteem message for the purchase of two or more Dove products.

The campaign reached 2.6 million households and 619 young girls between the ages of eight and 14 participated in the Dove workshops. Dove sales increased by +13% at PJC vs. year ago and Jean Coutu increased its market share by +1.4% during the promotion.