Millennial women grew up in a world where body hate wasn't just accepted, it was celebrated. It was pervasive with fat-shaming and anorexia-celebrating content a daily part of the popular culture, reality TV, vicious celebrity blogs and image-obsessed early era social media they consumed from an early age. So, it's no surprise that 1 in 2 Millennial women set New Year's resolutions driven by deeply ingrained body hate to this day. This year Dove broke this toxic tradition by inviting women to simply change their resolutions, to change how they see themselves in 2025.

We established the problem in an emotional film that followed a year of a real woman’s life.

Women took to social media to rip up their past toxic resolutions and make positive new ones.

We took this from feeds and into the real world for all to see.

An AR TikTok filter helped women find positive Unresolutions.

Over 250,000 women the world over made and shared their own #NewYearsUnresolutions. 

We wanted to help women make lasting change, so we set up Dove’s first ever Dove Self Esteem Project for adult women.