Dove - Partnering To Promote Self Esteem

Dove was a brand I thought of right away when I thought of Cause Marketing. Their affordable skin and hair care line is a well known household name and in recent years their marketing efforts changed to become both bold and memorable. 

Currently Dove partners with Girl Scouts, Boys and Girls Club, and Girls Inc. to provide after school programs, self esteem building events and educational resources. This internationally renowned company is going beyond just a monetary partnership but working to incorporate the cause and mission of their partners into their own marketing and brand identity. Dove has adopted the mission to "inspire all women and girls to reach their full potential." On their website they offer resources and such as the "Self Esteem Tool Kit" which helps mothers, mentors, and teachers know best how to address issues that women and young girls are facing in this day and age. You can filter to the age and issue at hand and be provided with multiple resources  to cope with what's going on. In their TV commercials, the brand uses messaging and imagery intended to empower women both young and old. They have committed themselves to redefining beauty and to go against the trend of current media and advertising that promotes a narrow perception what's attractive. They currently donate a portion of all purchases to help further their ongoing self esteem workshops and efforts with their partners. 

From an outsider's perspective, this partnership between Dove and the three non profits seems to work well. I would find it interesting, however, to get the perspective of the other side. Dove is able to further their brand identify by linking themselves with organizations that already work for the same cause. I wouldn't doubt that most of these organizations would benefit even more from increased monetary donations instead of just marketing partnerships.