The creative idea behind the Most Likely To film, OOH and print was to invert the classic yearbook trope of ‘Most Likely To’ to show how the devastating impact of low body confidence harms millions of girls.

Yearbooks in Canadian and American schools have a ‘Most Likely To’ section where students vote for who is ‘most likely to’ reach a positive milestone, i.e. “Most likely to be Prime Minister”, “Most likely to be famous”.

By switching these positive milestones with real, harmful experiences from real girls, we showed the true damage low body confidence causes to girls’ attainment at school.

Unrealistic beauty standards and toxic trends are teaching girls to hate their bodies. And it’s not just harming them now: it’s harming their futures. 2 in 3 girls stop participating in school because they hate their appearance. As a champion of self-esteem, Dove had to act.

Most Likely To is a campaign that tells five girls’ true stories of how low confidence has tragically impacted their participation at school. The campaign drove viewers to Dove’s Confidence Classes, a series of six academically accredited, in-class workshops, designed to raise students’ confidence.

Our goal was twofold: firstly, to create and share new, specifically-designed resources for Dove Day—the campaign’s launch day—that would measurably improve girls’ confidence in school.

Secondly, we needed to bring mass awareness to the link between self-esteem and decreased school participation.

The resulting Most Likely To campaign was built around a talkable, relatable and engaging film which showed the real, heartbreaking experience of real girls.

It moved teachers, parents and students leading them to Dove’s website where they could access Confidence Classes and further resources.

The campaign urged Canadian schools and teachers to take action against low self-esteem in the classroom, driving sign-ups for our free in-school Confidence Classes. Within 48 hours of its launch, 403 schools enrolled.

The live-streamed sessions reached over 400,000 Canadian students, with millions more accessing the workshops on-demand. Engagement and completion rates of Confidence Classes has become Dove’s highest ever for an educational resource.

Beyond the classroom, Dove drove real change at the national level—leading the federal government to invest $1.5 million in expanding body confidence programs in schools as a result of the campaign.

The campaign and Dove’s work was also spontaneously mentioned by multiple members of Canadian Parliament. The campaign showed that confidence is a girl’s most important lesson – a claim championed by teachers across Canada, who have now made Confidence Classes and lessons on self-esteem an official part of their school’s curriculum.