Accept It! is a campaign that uses familiar social media to help Gen Z accept compliments. Through this campaign, Dove will encourage young adults to be more positive about the way they look while being a brand that broadens the definition of beauty in society.

As we dug deeper we found research shows that 70% of people are embarrassed by compliments. Most people are wired to either brush off compliments or reject them completely due to either low self-esteem or imposter syndrome. We want to help empower the next generation of young adults by helping them accept themselves through a platform they’re familiar with.

So we created a campaign for Dove partnered with Instagram, to help people accept themselves, by tapping on the Accept button that shows up next to compliments left on users' Instagram photos. Tapping the button is our way to help Gen Z’s take the first step in accepting compliments and raising Gen Z’s self-esteem while helping them accept the way they look.

Social Media: When the user receives a compliment on their Instagram, the Accept button will show up. Simply tap the button to accept the compliment. If the compliment is not accepted within 24 hours, it will disappear.

Digital: Dove will also provide AI responses for people who are unsure how to reciprocate the compliments. Dove and Instagram will collect past interactions between users and create custom compliments users can pay back if they are having trouble accepting the compliment.

Integrated loyalty retail / Instagram e-comm: The compliments accepted earn points that can be redeemed for Dove products engraved with the user’s favorite compliments, encouraging participants to feel good even when they are logged off social media. This is also a way for users to be encouraged to continue to receive and give compliments.