Dove reports that women are missing out on some of life’s most memorable moments because they are not happy with the way they look – so they created a new video, “Camera Shy.” The brand has set a global goal of reaching 15 million young lives with self-esteem programming by the end of 2015 and has reached 11 million so far.

“We know that women are very self-critical when it comes to their looks and that this can have an impact on self-esteem, confidence and happiness,” says Sharon MacLeod, vice president of marketing, Dove.

MacLeod continues, “This study shows that women, who are their own worst beauty critic, have anxiety that stops them from feeling confident in front of the camera and causes them to miss out on capturing important moments in their lives. We want that to change.”

A few key findings from Dove Global Research:

77% of women are camera shy, citing that they often feel self-conscious or uncomfortable having their photo taken because they do not feel they are beautiful.

More than half of women surveyed – 57% – admitted that worrying how they will look is likely to have a negative impact on how they feel in front of the camera.

65% of women say having their photo taken/uploaded makes them more anxious about their looks than if they were speaking in public

36% of women admit they started to become more camera shy between the ages of 11 – 20 years of age

Dove’s videos can be viewed on YouTube, and the brand encourages its fans to join the discussion at #MyBeautifulSelf.