Unilever: Reverse selfie

Dove developed a campaign tackling ‘selfie dysmorphia’ by encouraging young girls to stop over-editing their selfies.

Girls today grow up in a fast-moving, judgmental society with beauty trends held firmly in the eye of social media. To regain its radical "Real Beauty" point of view, Dove needed to detoxify beauty for the next generation.

Strategy

Dove's research revealed the shocking insight that 80% of girls distort the way they look on social channels. The solution involved raising awareness of the dangers of a seemingly innocent filtering and photo-editing culture on popular platforms.

The apps pressure girls into altering their images to the point where they're hardly recognisable, in turn damaging their self-esteem - and causing 'selfie...

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