Dove 10 vs 10
Despite platform age-gating, girls as young as 10
are being exposed to harmful social media content
that pressures them to adopt anti-ageing skincare regimes.
This could permanently damage their skin,
and their self-esteem. Dove sparked a global conversation
by asking one simple question: When did 10 stop looking like 10?
The provocative campaign contrasted two worlds –
one full of carefree fun, one full of angst and self-awareness.
are being exposed to harmful social media content
that pressures them to adopt anti-ageing skincare regimes.
This could permanently damage their skin,
and their self-esteem. Dove sparked a global conversation
by asking one simple question: When did 10 stop looking like 10?
The provocative campaign contrasted two worlds –
one full of carefree fun, one full of angst and self-awareness.
WE PARTNERED
WITH REAL
WOMEN AND
GIRLS
TO SHOW
AN UNSCRIPTED
LOOK AT TEN
NOW AND THEN
FULL PAGE ADS
BROUGHT THE ISSUE
TO LIGHT IN
NATIONAL
UK NEWSPAPER
AND MAJOR
PRINT TITLES
WE TOOK
THE TREND OFF TIKTOK
AND CONFRONTED
PARENTS IN
TARGETED OOH
NEAR MALLS AND
SEPHORA OUTLETS
EVERY PLACEMENT DROVE
TO FREE ONLINE RESOURCES
(DEVELOPED WITH LEADING DERMATOLOGISTS)
DESIGNED TO HELP PARENTS AND CAREGIVERS
INITIATE HEALTHY CONVERSATIONS
PEOPLE WERE
DRIVEN TO
CREATE CONTENT
AND POST ACROSS
SOCIAL MEDIA
