The One Show
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Category
Direction / Single
Annual ID
OS24_MI003G
About the Work
Kids are experiencing severe mental health issues from the onslaught of seemingly endless toxic beauty content on social media. Anxiety, depression, self-harm, eating disorders, PTSD, and even suicide - the harm social media can cause has no limits. Because neither does social media. In fact, the majority of young girls say they feel the pressure to look perfect and match what they see on social media. Our brief was twofold: first, highlight the scale of the social media-induced mental health crisis among kids; and second, inspire the world to act, demand change, and save kids from the dire consequences of toxic beauty content. Our goal was to mobilize the masses by creating a single, shareable film and get viewers to sign the petition to support the Kids Online Safety Act. Dove surpassed its goal of 50,000 petition signatures for the Kids Online Safety Act, resulting in the bill passing in the Senate.
3 in 5 kids experience mental health issues from social media. So, we told the story of Mary; a real girl who almost lost her life from an eating disorder. However, we didn’t need to shoot her story, Mary already had. Using her own photos, videos, and journal entries, spanning over a decade, we created a film that shows her downward spiral after getting her first phone and joining social media. Set to an emotional female cover of Joe Cocker’s ‘You Are So Beautiful to Me,’ we see how quickly social media shapes Mary’s view of her own beauty, causing her mental health to severely struggle. At the end, we learn this isn’t just Mary’s story. It’s the story of millions of girls. The film concludes with a rallying call for people to sign the petition in support of the Kids Online Safety Act.
3 in 5 kids experience mental health issues from social media. So, we told the story of Mary; a real girl who almost lost her life from an eating disorder. However, we didn’t need to shoot her story, Mary already had. Using her own photos, videos, and journal entries, spanning over a decade, we created a film that shows her downward spiral after getting her first phone and joining social media. Set to an emotional female cover of Joe Cocker’s ‘You Are So Beautiful to Me,’ we see how quickly social media shapes Mary’s view of her own beauty, causing her mental health to severely struggle. At the end, we learn this isn’t just Mary’s story. It’s the story of millions of girls. The film concludes with a rallying call for people to sign the petition in support of the Kids Online Safety Act.
2024 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Ogilvy UK / London
Ogilvy / Toronto
Media Agency
Mindshare / New York
PR / Marketing Agency
Edelman NY / New York
Production Company
Smuggler / London
Post Production Company
Significant Others / New York
Editorial Company
Final Cut NY / New York
Music Company
Big Sync Music / London
Art Director
Luke Woodard
Morgan Starr
Chief Creative Officer
Francesco Grandi
Chief Strategy Officer
Lindsey Gonnella
Copywriter
Luke Woodard
Morgan Starr
Creative Director
Luke Woodard
Morgan Starr
Director
Henry-Alex Rubin
Director of Photography
David Devlin
Executive Creative Director
Daniel Fisher
Global Chief Creative Officer
Liz Taylor
Music Supervisor
Alexandra Carlsson Norlin
Photographer
Ale Burset
Assistant Editor
Chris Rizzo
Micah Chase
Chief Marketing Officer, Dove
Alessandro Manfredi
Creative Director - Coffee & TV
Steve Waugh
Executive Creative Director - Significant Others
Dirk Greene
Executive Producer - Color Collective
Claudia Guevara
Executive Producer - Final Cut NY
Sarah Roebuck
Executive Producer - Genuine Real People
Jennifer Kitchin
Executive Producer - Machine
Matej Oreskovic
Executive Producer - Significant Others
Alyssa St. Vincent
Executive Producer - Smuggler LA
Drew Santarsiero
Global Executive Creative Director (Unilever) & Special Projects
Daniel Fisher
Head of Design - Significant Others
Phil Brooks
Managing Director / Executive Producer
Fergus Brown
Senior Designer
Laurence Blake
1st Assistant Director
Ed Walsh
2D Artist
Jess Gorick
Mark Fowler
Additional Editor
Patrick Colman
Additional Music
Patrick Burniston
Agent
Lorenzo Uras
Assistant Colorist
Javiera Ergas
Assistant Producer
George Ward
Lynsie Roberts
Audio Assistant
Chas Langston
CGI Artist
Adam Lindsey
Ben Cantor
Co-Editor
Ashley Kreamer
Jim Helton
Co-Founder
Brian Carmody
Patrick Milling-Smith
Deputy Head of TV
Chris Chapman
Digital Account Manager
Olivia White
Founder / CEO, National Alliance for Eating Disorders
Johanna Kandel
Global Account Director
Teigan Henry
Global Account Manager
Natasha Wijeweera
Global Brand Director, Dove Masterbrand
Pau Bartoli
Global Client Lead
Jo Bacon
Global Client Partner
Lucy Tone-McGurk
Global Managing Partner
Doug le Patourel
Global Marketing Manager, Dove Masterbrand
Alix Colin
Global Vice President, Dove Masterbrand & Skin Care
Leandro Barreto
Head of Integrated Production
James Brook-Partridge
Head of Production - Final Cut NY
Penny Ensley
Head of Production - Genuine Real People
Gina Liotti
Lead Flame
Phil Apostol
Lead Senior Film Producer
Amanda Kresge
Licensed Clinical Mental Health Counselor
Dani Bryant
Line Producer
Manny Caston
Managing Director - Final Cut NY
Justin Brukman
Producer - Coffee & TV
Gus Quirk
Producer - Significant Others
Kyla Amols
Production coordinator
Hoa Vu
Production Designer
Justin Allen
Production Supervisor
Svetlana Dekic
Retoucher
Eduardo Navarro
Senior Art Producer
Jonathan Nixon
Senior Casting Producer
Meg Miller
Senior Colorist
Alex Jimenez
Senior Producer - Final Cut NY
Wade Weliever
Senior Producer - Significant Others
Jen Tremaglio
Sound Design & Mix
Alex Bingham
Sound Design Company
Machine / New York
VFX Assistant
Kogan Li
Wardrobe
Callan Stokes
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