Dove • The Cost Of Beauty
2023 • Craft Film + Storytelling • Personal care • Cross-country • Global
Dove leveraged Mary’s own content to showcase the dangers of social media in their powerful campaign, sparking online conversations and legislative reform.
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The big idea of the campaign was to raise awareness about the detrimental effects of toxic beauty content on social media, particularly on the mental health of young girls. The campaign aimed to spotlight the urgent need for action to address this issue and support the Kids Online Safety Act.
Through a powerful and emotional film crafted from real-life content, the campaign sought to mobilize the masses to demand change and save kids from the dire consequences of toxic beauty standards on social media.
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The challenge of this campaign was to raise awareness about the severe mental health issues faced by young people due to toxic beauty content on social media. The goal was to inspire action and support for the Kids Online Safety Act by creating a powerful and shareable film that could mobilize the masses. Despite facing initial obstacles, such as social media platforms banning the film from paid media, the campaign had to pivot and find alternative ways to reach the target audience effectively.
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The target group of this campaign was parents of young girls, aiming to raise awareness about the mental health risks associated with toxic beauty content on social media and inspire them to take action to protect their children. Additionally, the campaign sought to reach a wider audience of social media users to drive engagement and support for the Kids Online Safety Act.
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The Love Island airing of the film garnered 39.5 million impressions and generated over 39,000 tweets in just 10 minutes, making Dove a top trending topic on social media that evening. The film has received over 69 million views, achieved more than 11.1 billion total impressions, and is the most shared Dove film to date. It also led to legislative reform in the UK, with the House of Lords passing new measures for online safety.
The campaign exceeded its goal of 50,000 petition signatures for the Kids Online Safety Act, with support from 62 Senators and tech companies like Microsoft, X, and Snapchat. The bill is now in a strong position to pass the American Senate.
Additionally, the campaign received coverage in 190 media placements, including NBC, Women’s Health, and Teen Vogue.
