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 10 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
