The brief:Dove wanted to reach young women, who were most affected by the self-esteem issues that Dove highlights in its Campaign for Real Beauty.The idea:We sent an email to existing Dove customers, requesting support in helping young girls celebrate their real beauty and overcome feelings of low self-esteem. A handwritten excerpt from a young girl’s diary brought the issue to life and gave us a very emotive reason to forward it.The results:An amazing 20% of women responded by passing the message on, which far exceeds the average pass-on rates achieved by other Unilever viral campaigns.