Girls aren't born believing their looks define their worth; they're taught it. From an early age, the comments girls receive focus disproportionately on their appearance. Launched on International Day of the Girl, #ChangeTheCompliment became a global movement to celebrate girls for all their qualities, not just how they look. By challenging the way we compliment girls, we reframed everyday language as a powerful tool for cultural change. Spanning 24 global markets with 133 pieces of content, the integrated campaign lived across film, social, UGC activations, large-scale OOH, influencer partnerships and more. The hero film, composed of found footage and moments with real girls, ran on television and in cinemas. Large-scale OOH showed girls alongside the bold statement, “Don’t just call me beautiful.” In Germany and Canada, Dove’s Body Confidence Sport program featured #ChangeTheCompliment in its programming with local teams, including AFC Toronto. Building on the message “Don’t just call me beautiful”, players replaced their names on the back of their jerseys with confidence-boosting adjectives they’d prefer to be called, such as bold, fearless, courageous and talented. Global participation was sparked through custom CapCut, TikTok and Instagram templates, and 200+ influencer-led extensions. We also took our message to schools in 32 countries, speaking directly to thousands of children about #ChangetheCompliment in our Dove self-esteem seminars.