Dove: Detox your feed

Health and beauty brand Dove ran Detox Your Feed to raise awareness of toxic social media beauty messages, encourage parents to download Dove resources and foster positive discussions in the United States.

Campaign details

Brand: DoveAgency: MindshareRegion: North America

Strategy

Objective

While teens and parents claim they're aware of toxic beauty content, they may underestimate the impact of exposure to these unrealistic standards can have on their self-esteem.

Our objectives:

  • Bring awareness of the toxicity online
  • Drive parents to download Dove's resources
  • Hold space for positive discussions around social media
Target Audience

Harmful advice/trends promoted by toxic influencers are creating a self-esteem crisis among teenage girls: 92% want to change the way they look, and one in two girls follow an influencer that makes them feel less...

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