Welcome To Womanhood.

Dove's survey of more than 1,000 women and girls in Saudi Arabia found that pressure to look a certain way 'materialize[s] almost overnight after hitting puberty and often come[s] from their closest social circles' (Communicate). By Dove's figures, 73 per cent of girls felt pressure to fit narrow beauty standards at the onset of puberty, and 76 per cent wanted adults to be better equipped to talk to them about body image (Campaign Middle East).

Memac Ogilvy devised and produced a film in which girls from different backgrounds share the comments they hear as they grow up, 'grow your nails, remove your facial hair, wear feminine things', shown through artwork by the Saudi artist Noura Bint Saida, with the message 'let’s erase these harsh words'. Viewers were sent online to download a Confidence Kit, produced by psychology experts, that guides parents on girls' body confidence. A paid social campaign ran under #WelcomeToWomanhood / #مبروك_كبرتي, carried by the regional influencers Ascia, Basma el Khereiji, Raha Moharrak and Adwa Al Dakheel. PHD Media and Unilever entered it at the SMARTIES.