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Category
Social Post / Single
Annual ID
OS22_SM049M
About the Work
For young girls retouching selfies beyond recognition has become the norm. But these digital acts are leaving a very real mark. Self-esteem is at an all-time low and many young women are more likely to experience anxiety, depression, and serious long-term health disorders.
As a brand known for driving conversations around real beauty and committed to changing beauty for the next generation, Dove had a responsibility to tackle this threat. Dove curated a simple, effective toolkit through the Dove Self-Esteem Project (DSEP) that would help guide difficult conversations with teens about the dangers of digital distortion and help to make social media a healthier place -- but awareness of DSEP remained low.
How do we drive awareness of these resources and help parents and teens navigate the challenges of beauty in the digitally distorted age? We intercept the problem at its source: social media. We partnered with body positivity maven Lizzo to drop the Naked Truth on Instagram – an unretouched selfie that urged people to get real about harmful beauty standards. Lizzo’s announcement broke the internet and became a rallying cry for change.
In collaboration with influencers and paid partners, Dove and Lizzo transformed an online movement into real world activities for girls and parents/mentors including an Unfiltered Virtual Slumber Party, IG Lives of mega-influencers such as @mamabee, and influencer-generated expressions of the DSEP resources.
Dove exploded in online social conversation around teens, digital distortion and real beauty, driving exposure for The Dove Self-Esteem Project in culture driving publications like The Cut, E! Online, Buzzfeed, Complex, Paper Magazine, Forbes, ELLE and Insider with 3.4B impressions. We delivered the best-ever earned reach for Dove in its 65-year history - visits to DSEP increased +2,650%. Most importantly, we reached 28K+ young people through downloads of the DSEP toolkit during launch week.
2022 Awards
Total Points: 3
Merit
Credits
PR / Marketing
Edelman / New York
Art Director
Katie Mullins
Creative Director
Constance Leonard
Executive Creative Director
Megan Skelly
Account Executive
Amaya Starkey
Associate Creative Director
Schuyler Higgins
Account Executive Strategy & Insights
Maya Wesby
Account Supervisor, Advisory
Christina Sebastiao
Assistant Account Executive
Fernanda Armendariz
EVP Global Strategy Director
Melle Hock
Senior Account Executive
Samantha Colton
Senior Account Executive, Reputation
Natalie Sprowl
Senior Social Strategist, Community Manager
Kalie Hudson
Senior Vice President
Katie Stratakis
Sydney Spagnoletti
SVP, Global Advisory
Lauren Gray
US Brand Chair
Smita Reddy
Vice President
Emily Africk
VP, Director, Brand and Integrated Strategy
Elaine Tan
VP, Social Strategy
Livia Dayan
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