Dove’s campaign talks about toxicity in social networks in one of the best campaigns of the year.
Dove has done it again. Without a doubt, she presents us with one of the best adverts of 2022. And she does it by breaking with her style, being more aggressive and direct to speak openly to those teenagers who consume social networks non-stop.
And it is that the advice that those influencers with thousands of followers can give us can be toxic. Reduce your food intake, trim your eyelashes so that the false ones adhere better or file your teeth to give them shape. Some recommendations that generate conflict in the image of the adolescents who follow them.
That is why Dove has taken action with an advertising campaign that makes use of DeepFake to directly impact young people.
“Toxic Influence” is the title of the Dove ad. It has been created by Ogilvy and follows in the footsteps of previous campaigns such as “Reverse Selfie”, “Show Us” o “Legacy”. The campaign is part of “The Dove Self-Esteem Project” program that was launched in 2004 to help new generations be positive about their appearance.
Dove’s campaign uses DeepFake to put the advice given by influencers into the mouths of mothers. Thus, a selection of mothers and daughters discover the message that Dove launches, reflecting the dangers and misleading messages that are said on social networks.
According to Leandro Barreto, Global Vice President of Dove: “We have identified a problem that is eroding the self-esteem of our girls and needs immediate attention and action. We have created this campaign not only to raise awareness about the nature of toxic beauty advice, but also to help parents navigate difficult conversations and empower teens to stop following content that makes them feel bad about themselves.”
Dove’s campaign is the first in a long-running initiative called #DetoxYourFeed; which wants to help build the confidence and self-esteem of 250 million girls by 2030. To date, this project has reached more than 82 million young people in 150 countries to date.
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