Dove: Reverse selfie

Beauty brand Dove launched the Reverse Selfie social media campaign in the United States to raise awareness of teenage girls using digital photo filters and drive parental downloads of its Self-Esteem Project toolkit.

Campaign details

Brand: DoveAgency: MindshareRegion: North America

Strategy

Objective

Based on research claiming that by the age of 13, 80% of girls distort the way they look online, beauty brand Dove is on a mission to tackle the issue of real beauty standards in a digital era.

Our goals were to reveal the unknown lengths that girls go to in manipulating their selfies, raising awareness of the social media pressures and asking parents to have conversations with their daughters about social media with our Dove Self-Esteem Project accredited toolkit

Target Audience

The levels of digital...

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