Screenshot from the film for the Love Your Curls campaign 
YouTube

Dove Hair has launched a new campaign and film, hoping to encourage young girls of all backgrounds to embrace and love their curly hair.

The campaign was brought on by a recently commissioned global study by the beauty company, which discovered that only 10 percent of women in the U.S. who have curls are proud of their hair, and only 4 in 10 little girls with curls think that their hair is beautiful, a press release notes.

“At Dove, we recognize that there is a very complex relationship between a woman and her hair,” Rob Candelino, vice president of Unilever Haircare, said in the press release. “Our Love Your Curls campaign is intended to inspire millions of women to feel confident about embracing their natural curls. If women show the world just how much they love their hair, they will positively impact the next generation to do the same.”

Watch the film below: