Dove’s latest campaign, “Change the Compliment,” is proving that authenticity and emotional storytelling still drive results. The global campaign, created by Zulu Alpha Kilo and directed by Haya Waseem, has earned the highest possible creative effectiveness score from System1, just weeks after launching for International Day of the Girl.
System1, the leading creative effectiveness platform, tested the spot with its Test Your Ad system and awarded it 5.9 stars out of 5.9, placing it at the very top of System1’s global effectiveness scale.
“With its signature emotional storytelling, Dove once again delivers a powerful message,” said Vanessa Chin, Senior Vice President of Marketing at System1. “This latest campaign resonated deeply, with over 76% of viewers responding positively and only 1% reporting negative emotions, which were resolved by the end. It’s a moving tribute to the strength and spirit of young girls everywhere.”
The “Change the Compliment” campaign builds on Dove’s legacy of challenging beauty norms, urging parents and role models to praise girls for who they are, not just how they look. The integrated campaign spans film, social media, influencer partnerships, and out-of-home, inviting audiences worldwide to rethink the language they use around girls’ self-worth.
The film itself blends found footage and candid moments of real girls, emphasizing the universal experience of appearance-based praise and its unintended consequences. Large-scale outdoor ads display girls alongside the rallying cry, “Don’t just call me beautiful.” On TikTok and Instagram, a custom #ChangeTheCompliment challenge invites users to share compliments that celebrate girls’ strength, creativity, and intelligence. Watch below:
“One of the most powerful truths our research has revealed is that low confidence in appearance doesn’t begin in adulthood — it takes root in childhood,” said Marcela Melero, Chief Growth Officer, Dove Personal Care North America & Dove Masterbrand. “We’re asking people to #ChangeTheCompliment and praise girls for what their bodies can do, not just how they look.”
The campaign runs through October in 25 countries across five continents, including the U.S., Canada, U.K., Brazil, Sweden, South Africa, and India. It forms part of The Dove Self-Esteem Project, the world’s largest provider of body confidence education, which has reached over 137 million young people to date.
With “Change the Compliment,” Dove and Zulu Alpha Kilo continue the brand’s tradition of powerful, purpose-led storytelling — and now, the data proves it’s not just heartfelt, but highly effective.
CREDITS:
BRAND: Dove
- Chief Growth Officer: Marcela Melero
- Marketing Manager: Sol Molina
- Brand Managers: Xander Smith, Meg Morrison
- Parent Company: Unilever Global
AGENCY: Zulu Alpha Kilo NY
- Chief Creative Officers: Tim Gordon, Brian Murray
- Head of Strategy: Emily Garvey
- Strategist: Jordan Alperin
- Managing Directors: Meghan Mullen, Robyn Morrissey
- Group Account Director: Alexa Macdonald
- Account Director: Hayley Blackmore
- Production Director: Ola Stodulska
- Executive Producer: Tammy Lecker
- Producer: Teresa Bayley
- Art Directors: Nikki Garrett, Jacob Gawrysiak, Ana Segurajauregui, Carlos Veras
- Copywriters: Jeff Tyser, Addie Gillespie, Dylan Thompson
- Artist: Andrew Martin
- Studio Director: Stephanie Kelly
PRODUCTION COMPANY: Animals
- Executive Producers: Miriana DiQuinzio, Chris Hutsul
- Production Manager: Liam Benstead
- Line Producer: Dan Montgomery
- Casting: Stephen Milo
PRODUCTION COMPANY: Object & Animal
- Director: Haya Waseem
- Executive Producer: Emi Stewart
- Head of Production: Lauren Skillen
- Director of Photography: Chris Lew
- Wardrobe: Shea Hurley
- Hair and Makeup: Sheri Stroh
POST/ VFX: Company 3 New York
- Colorists: Kath Raisch, Yoomin Lee
- Producer: Jake Rioux
POST / VFX: The End
- Executive Producer: Diana Dayrit
- Artists: Jon Nagel, John Erdman
EDIT: Cosmo Street
- Executive Producer: Luiza Naritomi
- Producer: Amanda Slamin
- Editors: Marlo Caine, Moss Levenson
MUSIC/ SOUND: Sonic Union
- Sound Designers: Steve Rosen, Kelly Oostman
- Executive Producer: Justine Cortale
MUSIC/SOUND: Massive, Music New York
- Composer: Adina Nelu
- Music Supervisor: Alex Menck
- Executive Creative Director: Justin “Commie” McCullen
- Sound Producer: Dale Mason
Licensing: LOST LOVED
Founder: Jamie Sewell
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