In 2004 Dove launched the Dove Self-Esteem Project (DSEP) with the ambition to arm young people with the tools to build body confidence and self-esteem. For almost 2 decades, DSEP has impacted over 94 million young people with scientifically validated and evidence-based body confidence tools, making it the largest provider of self-esteem education in the world. DSEP works with world renowned and pioneering partners to develop new and impactful interventions globally, ranging from support of legislation to in-school programs and micro-interventions such cartoons and comics. With increasing digitization and shortening attention spans, DSEP is pushing the boundaries of what education can look like to build edutainment experiences for young people around the world.

With 56% of girl gamers spending the equivalent of a full day of school gaming per week, it is a clear necessity for DSEP to educate girls where they are spending time and need support.

Super U Story centers around The Academy – a school for kids with newfound superpowers under siege by a trio of rogue students bent on spreading negativity. The mission is to help players find their unique superpowers and appreciate their new appearance and abilities that come with their avatar customization. Students train and learn with the support of Academy trainers to dodge and destroy negativity. Players engage with NPCs, complete “obbies” (obstacle courses), team up with friends and complete self-esteem boosting challenges.

54% of girls around the world don’t feel good about the way that they look. This is why DSEP works in 153 countries to deliver body confidence education to young people. With increasing exposure to toxic beauty standards in gaming and on social media, girls are facing a mental health crisis, with over 80% stemming from low body confidence.

Female gamers are a hugely growing segment (15% y-o-y) and are experiencing a very limited depiction of beauty within gaming environments (e.g., over-sexualized avatars and limited female character storylines).

The role for Dove, to define what real beauty looks like, is no longer just about real life. It’s imperative that Dove play its role within virtual experiences, places where women and girls are spending a great deal of their time.

The PR campaign achieved over 200 million earned impressions. The game has an 11% return rate, which is comparable to top Roblox games. Over 70% of gamers are playing the game to completion and average gameplay is double the average play length on the Roblox platform!

The game has reached over 1.5 million plays since launch. In Q2 2023, the final version of the game will be amplified further, with the goal of reaching 4 million young people by the end of the year and further, deeper academic research results to come. Outside of the platform, the experience launch was supported at EGX and with a PR push to parents.