Dove has extended its fight against unnatural beauty standards in a new hard-hitting campaign from Ogilvy - this time, turning to social media activism.
The focal point of the new campaign is a 60-second film that features an image a young woman has posted on social media. It shows the image reversing from one of a made-up woman, with perfectly coiffed hair, fuller lips and rounded eyes, to one of a young girl, revealing the natural beauty beneath.
On-screen text reads: "The pressure of social media is harming our girls’ self-esteem. Let’s reverse the damage." It then points viewers to a subsite, dove.com/confidence.
The campaign was written by Alison Steven, art directed by Liam Bushby, and directed by Benito Montorio through Independent.