New Dove Campaign

You'll be getting some of this in the Discussion Arena next week, but Dove has just launched a new viral video for their "self-esteem fund." Ad Age has a good piece on the launch and the results.
What do you think of Dove's campaign? Do you think girls are deluged with messages that negatively affect their body image? We talked earlier about the controversy involving an anorexic woman used in a fashion ad. What about this? Is Dove trying to solve a problem or conveniently use that problem to sell soap? Can our social ideas about beauty really be changed?