UK – Dove has launched a five-part scripted series to draw attention to issues commonly faced by young women.
Girls Room, created with writer and producer Lena Waithe and media platform ATTN, tackles topics such as bullying, the impact of social media and body image, as well as mental and physical health. The episodes were made for ATTN’s IGTV channel, spreading a powerful message in a mobile format familiar to its target audience of young women.
At a time when online behaviour is increasingly having a negative impact on girls' self esteem, Dove and ATTN are putting a spotlight on the importance of women feeling at their best. The concept highlights how much low confidence about their bodies can hold young women back in life, touching on themes including health, friendships and school performance.
In a backlash against highly curated media, our Everyteen TV microtrend similarly explores how young people are embracing alternative modes of communication and engaging in smartphone storytelling.