The innovative new move is designed to tackle body and self-esteem issues in girls and women of all ages.
Recent figures revealed that, alarmingly, 1 in 5 girls of primary school age have said they have been on a diet, while 1 in 4 girls aged 11-21 would consider cosmetic surgery.
Together, Girlguiding UK and Dove are working to stop young girls feeling under pressure when it comes to their image with the Free Being Me badge.
Lucy Attley, brand director of Dove UK and Ireland, said: “Our partnership with Girlguiding in the UK to launch the Free Being Me badge builds upon the great work done by the Dove self-esteem project, allowing us to reach more young people.”
The girls can work towards gaining the new badge with a number of activities. 7-10-year-olds will be taught that it’s what’s inside that matters most and that there is not just one way to look beautiful.
They will also be made aware of the fact that the media often doesn’t show people as they really are.
Girls aged 11-14 will learn that there is an issue with Image Myth in their societies, and that it also exists in societies around the world.
Their activities will involve them using air brushed pictures to spot the difference, creating their own media about body-confidence and defying peer pressure.
The aim of all of this is to let these girls know that there is no such thing as a ‘perfect’ girl.
We love the sound of the Free Being Me badge, and think that working towards gaining something from being happy within your own skin is a great idea.
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