Cosmetics giant Dove is calling on the public to donate to its Self-Esteem Fund, which gives to charities that work to improve body image.
The company set up the fund two years ago, but publicised it for the first time with an advertising campaign launched on Monday.
The television adverts are designed to encourage parents to raise their daughters' self-esteem and direct people towards its Campaign for Real Beauty website, where individuals can make donations or pledge their support.
The Dove Self-Esteem Fund is donating £100,000 to the Eating Disorders Association this year. Dove has championed 'real women' in its advertising for several years - sales of its body-firming lotion rocketed by 700 per cent after its first advert featured six ordinary women.
Some of the money donated to the EDA has been used to produce Body Talk, a schools resource that has gone out to every secondary school in England free of charge. BodyTalk incorporates a DVD and teaching materials that reveal how the media manipulates images of women to make them look perfect.
A spokesman for the EDA said: "We feel it's important for young people to have some degree of media literacy. Pictures that look like they were casually taken actually involved a lot of work, both before and afterwards. The resource is geared towards understanding what self-esteem is and how it relates to issues such as bullying."
He said that, although BodyTalk features some Dove branding, the company made no attempt to control the content.