Dove has teamed up with Nike to launch the Body Confident Sport programme, a first-of-its-kind evidence-based set of tools to build girls body confidence through tailored coaching for 10–17-year-olds that helps encourage girls to stay in sport.
New research conducted by Dove in Ireland has brought attention to the challenges faced by young girls regarding self-esteem and body confidence in the context of sport.
It found that half of the girls surveyed tend to compare themselves to others during exercise, while an equal number feel self-conscious when changing in the changing rooms.
And that over 40% of young girls in Ireland have opted out of sports or physical activities due to concerns about their appearance. This figure is slightly lower than the global average of 45% among girls.
While this progress is encouraging, it underscores the importance of ongoing efforts to further empower and support young girls in embracing sports and physical activities.
During this phase of young girls’ lives, coaches and mentors serve as crucial influencers, with the capacity to foster an environment that values self-esteem over performance and ability.
In Ireland, the promotion of body positivity and self-assurance has gained momentum across various social media platforms and the broader media landscape.
This includes the work that the Dove Self-Esteem Project has been doing in Ireland since its launch in 2021.
Encouragingly, young girls are being empowered to establish a positive connection with their appearance when exercising. However, these positive developments are met with a significant challenge for coaches and mentors, stemming from a lack of crucial resources.
Nearly half of the girls aged 10-17 express that while their coaches possess some tools, they could benefit from additional support in cultivating body confidence during their participation in sports.
Moreover, a striking 8 in 10 girls in Ireland show a keen interest in learning more about body confidence and self-esteem from their coach or mentor, significantly surpassing the global average of 6 in 10.
This highlights the importance young girls in Ireland place on being part of supportive environments that promote the development of a positive relationship with their bodies and sport.
The Body Confident Sport programme is an evidence-based programme that is designed to be delivered by coaches and mentors and educate about harmful gender stereotypes, appearance, and athletic ideals and how these can negatively impact the sports environment.
It also equips girls with knowledge and strategies to connect with their bodies in a positive way. The programme will be delivered to adolescent girls and individuals across the full gender spectrum.
“It is abundantly clear from our research that there is a pressing need to foster positive body confidence in young girls in sport,” said Dove Beauty and Personal Care Marketing Manager for Ireland at Unilever, Jennifer King.
“With the launch of our Dove Body Confident Sport programme, we want to inspire the next generation of strong, confident young women who believe in themselves and their abilities both in and out of a sports environment.”
“Coming from a family deeply involved in boxing, my aspirations of becoming a champion boxer were ingrained in me from an early age,” added Dove Ambassador and Amateur Boxer Amy Broadhurst.
“I consider myself incredibly fortunate to have had my dad by my side throughout the journey, not just as a parent but also as my coach. He provided unwavering support and created an environment that not only motivated me to strive for excellence but also reassured me that my path was defined by my passion.”
“My hope is that the Dove Body Confident Sport programme will do the same, helping other coaches and mentors to create an environment where girls can pursue their dreams with confidence and determination.”
“Having had the support of one of my coaches, Hayley, throughout my entire swimming journey I understand the value coaches and mentors can have on how you feel about your body and self-esteem,” said fellow Dove Ambassador Ellen Keane.
“Supporting young girls, especially during the years when their bodies are changing and they may feel more vulnerable, is crucial, and Hayley provided that for me. I hope the resources now available from Dove and Nike will encourage more coaches and mentors approach this topic using the tools they may not already have access to.”
Across a 10-year partnership between Dove and Nike, the Body Confidence Sport programme will be delivered to young people via a network of organisations in schools and sports clubs in markets all over the world, aiming to reach 10 million girls and train 1 million coaches in body confidence.
