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2022 One Show - Social Media

The Naked Truth

Agency Edelman / New York

Client Dove

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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