Lennnie, an animated social media influencer, has partnered with Dove for a mental health-themed campaign on Instagram and TikTok running up to Thanksgiving. The content push is part of the nearly 20-year-old Dove Self-Esteem Project, which has recently focused on the pitfalls of comparison driven by social media.
Lennnie is an animated blob introduced last year to promote positivity through a gentle speaking voice and songs. Lennnie has amassed more than 4 million followers on TikTok and Instagram and has been shared by celebrities including Kim Kardashian and Jennifer Aniston.
The three-day campaign kicks off on Monday, Nov. 20, with a post on Instagram from the animated social media influencer singing a song of love and positivity with lyrics such as, “You’ve got a shine and a light and a glow, and it radiates from your head to your toes.” The brand created the Dove Self-Esteem Project in 2004 in partnership with the Centre for Appearance Research at the University of West England. The project’s purpose is to help the younger generation develop a positive relationship with their looks so they are not held back by appearance-related anxiety.