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Category
Print & Promotional for Good
Annual ID
OS25_PT034M
Background
This year, an alarming story hit social media and global press. Girls as young as 10 were being influenced by social media to use adult anti-ageing skincare. Young girls ransacked Sephora and other stores to get their hands on harsh retinol-based skin products. They began doing elaborate 10-step skincare routines before school. Worrying about wrinkles before they’ve even grown up.
These toxic anti-ageing products not only damage girls’ skin in the here and now, it’s a dangerous gateway to even more unsafe beauty practices as they get older.
Dove has been protecting the self-esteem of girls for 20 years. This was a moment to speak up and defend the very youngest generation, by raising awareness of this harmful trend.
Our goal was to reach out to parents and caregivers of Gen A girls and provide them with a conversation guide that helps their children navigate anti-ageing beauty anxiety.
The communications challenge was that Dove’s research showed that most parents were either unaware of the trend, or uneducated about the damage anti-aging active ingredients can have on young skin. The objective was to grab the attention of parents and caregivers in order to start informed and healthy conversations around the issue. Another major challenge was to do all of this in a way that didn’t shame young girls or blame parents.
These toxic anti-ageing products not only damage girls’ skin in the here and now, it’s a dangerous gateway to even more unsafe beauty practices as they get older.
Dove has been protecting the self-esteem of girls for 20 years. This was a moment to speak up and defend the very youngest generation, by raising awareness of this harmful trend.
Our goal was to reach out to parents and caregivers of Gen A girls and provide them with a conversation guide that helps their children navigate anti-ageing beauty anxiety.
The communications challenge was that Dove’s research showed that most parents were either unaware of the trend, or uneducated about the damage anti-aging active ingredients can have on young skin. The objective was to grab the attention of parents and caregivers in order to start informed and healthy conversations around the issue. Another major challenge was to do all of this in a way that didn’t shame young girls or blame parents.
Creative Idea
Being 10 is no longer the goofy, uninhibited age we all remember. Shockingly for today’s 10-year-old girls, life is about anti-ageing skin care regimes. Despite platform age-gating, harmful social media content is pressuring them to adopt unnecessary adult skincare regimes. This doesn’t only damage their skin, but it also undermines their self-esteem. With a sobering print and press campaign featuring real 10-year-old girls from today, and 10-year-olds from 10 years ago, Dove took the issue out of feeds and into the real world to spark a global conversation with one simple question: When did 10 stop looking like 10?
Insights & Strategy
Ever since the launch of the Dove Self Esteem Project, Dove has conducted ongoing global research that monitors the self-esteem of women and girls, and the beauty trends and societal pressures that arise. Dove also conducts extensive social listening around beauty, women’s health, and self-esteem. This research and campaign specific proprietary research, including surveys and media audits, helped us understand the extent of the issue. It revealed alarming statistics: nearly 1 in 2 girls aged 10-17 were concerned about their appearance as they aged, and 1 in 3 expected to undergo cosmetic work or surgery in the future. The research also highlighted the harmful effects of anti-aging products on young, undeveloped skin.
The key insight was worrying. We determined that exposure to anti-aging content at a young age was a gateway to increased anxiety around appearance and social standing and led to more invasive beauty interventions later in life. This underscored the need for immediate action to protect young girls from these harmful influences.
The key insight was worrying. We determined that exposure to anti-aging content at a young age was a gateway to increased anxiety around appearance and social standing and led to more invasive beauty interventions later in life. This underscored the need for immediate action to protect young girls from these harmful influences.
Execution
The simple print and press ads paint a picture of two very different worlds, separated by less than a generation. On one side we see care-free real girls from the past being 10, goofing around, playing, hanging with friends. Not a smart phone, selfie, or social feed in sight. This is shockingly contrasted with the unnerving world of today’s skincare-obsessed 10-year-olds. We see real girls apply anti-ageing serums and performing to camera like influencers. It’s disturbing and confronting. The audience is left to ponder: When did 10 stop looking like 10? Before they are given the tools to help their children via QR code.
Dove only ever features real women and girls in their marketing, so the challenge was twofold. First, to source striking photography from real women's family archives. Secondly, to work with current 10-year-olds who were able to recreate their own versions of Get Ready With Me content.
The art direction had to be as striking as the messaging itself: When did 10 stop looking like 10? So, we opted for an elegantly simple side by side comparison of ten-year-olds then and ten-year-olds now, underscored by an almost “public information”-level call to action. There was no room for emotionally ambiguity. We knew we had to land a gut punch with our contrasting visuals of two worlds – one full of carefree fun, one full of angst and self-awareness.
Dove only ever features real women and girls in their marketing, so the challenge was twofold. First, to source striking photography from real women's family archives. Secondly, to work with current 10-year-olds who were able to recreate their own versions of Get Ready With Me content.
The art direction had to be as striking as the messaging itself: When did 10 stop looking like 10? So, we opted for an elegantly simple side by side comparison of ten-year-olds then and ten-year-olds now, underscored by an almost “public information”-level call to action. There was no room for emotionally ambiguity. We knew we had to land a gut punch with our contrasting visuals of two worlds – one full of carefree fun, one full of angst and self-awareness.
Results
Dove’s 10 vs 10 campaign sparked a global discussion around what anti-aging skincare content is doing to the health and wellbeing of young girls. The campaign saw a 209% increase in online conversation amongst parents about the issue – a big success in our short flight period.
Women and young women have taken to TikTok, X, and even LinkedIn to post about the campaign and the issue, while others have organically started sharing photos of their 10-year-old selves on Instagram along with comments about the problem, highlighting its relevance. The campaign generated over 1.5 million organic views online purely from real people's posts in its first week alone.
Most importantly, parents and caregivers around the world have accessed free online resources developed with leading dermatologists and body care experts. Our Anti-Aging Skincare Talk has been played on TikTok 60,000+ times with 99% positive sentiment in response.
Women and young women have taken to TikTok, X, and even LinkedIn to post about the campaign and the issue, while others have organically started sharing photos of their 10-year-old selves on Instagram along with comments about the problem, highlighting its relevance. The campaign generated over 1.5 million organic views online purely from real people's posts in its first week alone.
Most importantly, parents and caregivers around the world have accessed free online resources developed with leading dermatologists and body care experts. Our Anti-Aging Skincare Talk has been played on TikTok 60,000+ times with 99% positive sentiment in response.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Australia / Sydney
Edelman / New York
Ogilvy UK / London
Media Agency
Mindshare / London
Client Partner
Lucy Tone-McGurk
Art Director
Kate Price
Leora Zuckerman
Chief Creative Officer
Miriam Wells
Creative Director
Alexandre Collares
Josh Aitken
Design Director
Dom O'Connell
Designer
Amber Maxwell
Executive Creative Director
Bridget Jung
Clark Edwards
Global Chief Creative Officer
Liz Taylor
Group Creative Director
Nina East
Strategy Director
Jackie Prince
Chief Marketing Officer Dove
Alessandro Manfredi
Global Creative Director
Juliana Paracencio
Sarah Lefkowith
Global Executive Creative Director
Daniel Fisher
Global Strategy Director
Tessa Hubbard
Senior Producer
Amanda Kresge
Account Director
Nathan Hope
Account Manager, Kinetic
Mark Field
Business Director
Natasha Reade
Casting Agent
Gina Liotti
Lizzie Knowles
Lucy Locke
Chief Creative Officer ANZ
Toby Talbot
Chief Creative Officer APAC
Reed Collins
Client Director
Lucy Mulchinok
Deputy Head of Integrated Production
Chris Chapman
Dove Global Brand Vice President
Firdaous El Honsali
Global Brand Director
Pau Bartoli
Global Brand Manager
Amalie Thompson
Global Client Lead
Jo Bacon
Global Senior Strategy Executive
Emily Green
Global Strategy Manager
Ashleigh Jones
Global Strategy Partner
Anne Serr
Head of Art Production
Sarah Thomson
Head of Culture & Influence
Liana Rossi
Managing Partner
Sophie Payne
Paid Social Account Director
Leris Armah-Newman
Partner, Director, Strategy
Michelle Morgan
Production Assistant
Lynsie Roberts
Retouching
Olivia Jones
Vladimiris Silins
Senior Account Director
Mirjana Slavkovic
Senior Art Producer
Chloe Jahanshahi
Senior Project Manager
Julia Sampaio
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