The campaign press release claims that "6 in 10 girls have quit sports and activities that can play a major role in their future development, because of how they felt about their looks."
It includes this quote from Dove V.P. of Marketing, Sharon MacLeod:
"Women across Canada have more power than they realize to shape a positive future for the girls in their lives. We want to help them realize that girls want them to play this role and to empower them by giving them the tools to start this dialogue today."