Dove: Turn your back

Health and beauty manufacturer Dove created the #TurnYourBack campaign to drive awareness of and conversation about a new TikTok filter in eight territories.

Objective

Dove has been the champion of real beauty for decades but, as technology advances on social media, what's 'real' has come into guestion.

In 2021, Dove commissioned research to understand the impact of digital image distortion such as filters and face tuning apps.

Dove's research found:

  • 54% of girls prefer the way they look when their photos are edited
  • 85% of girls have distorted the way they look in their online photos by the age of 13
  • Girls who distort their photos are twice as likely to have low body-esteem compared to those who don't

Social media has had...

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