According to Variety, Moonbug Entertainment and the Dove Self-Esteem Project released "My Body Is Amazing," a music video starring Meekah, Blippi's best friend, built to teach kids body confidence. It premieres ahead of International Day of the Girl.
It's chapter two of a 2024 partnership that already produced a run of Blippi body-confidence episodes and a talent show special. The video is movement-focused by design, and the message is that bodies are for doing things, not for looking. Which is probably the best line the machine has ever put in its mouth.
Dove's chief growth marketing officer Marcela Melero summed up the strategy in one sentence: "If we want to reach more kids, we need to take body confidence education beyond the classroom and into the things they love to watch and listen to." Note the preposition. The classroom is where education lives. The things kids love to watch are where products live. The video is not curriculum, it's a channel. A nonprofit that has run since 2004 describing its next phase as distribution.
The numbers make it a media strategy, not a charity one. Moonbug touts 1 billion monthly YouTube views, 100 million fans, 25 languages, and 65 platforms, spanning "streaming, live experiences, products, music, publishing, gaming." That's not a lesson plan, that's an inventory list. When Blippi associate general manager Liz Katz says the partnership "gives us a wonderful opportunity to celebrate that," she's describing a media buy with a virtue stapled to it.
The irony is the only part that's free. A bar of soap, a product built on the premise that your body is fine as it is, is now the brand teaching preschoolers that their bodies are amazing. The Soap Bar is now the most trusted voice on body confidence in American childhood. The lesson the kids are absorbing is real. It's also a logo.
YOUR TURN: Is Dove teaching kids their bodies are amazing, or is it making the brand the first thing a five-year-old thinks of when they think "body"?
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