I had the opportunity to complete a senior capstone project during my last year at Endicott. Students within the Marketing Communications & Advertising program were tasked with creating a campaign plans book designed around a common request for proposal. We had the choice to select an RFP from Dove, Kraft Mac & Cheese, and eBay. For my project, I ultimately selected Dove. After a semester of research, and another semester of campaign design and planning, I produced the 'Clean is Confident' campaign. This campaign looks to encourage young girls to take a step back from their social media-driven worries to look young, and rather focus on creating a clean, healthy, age-appropriate skincare routine that covers head to toe, further setting them up for a lifetime of confidence.