Dove - "Cost of Beauty: A Dove Film" by ANDY Awards 2024
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Dove - "Cost of Beauty: A Dove Film"
This ad is part of the ACT Responsible Collection
- Brand: Dove
- Country: United States
- Advertiser: Unilever
| Title | Cost of Beauty: A Dove Film |
| Agency | Ogilvy London |
| Campaign | The Cost of Beauty |
| Advertiser | Unilever |
| Brand | Dove |
| Date of First Broadcast/Publication | 2023 / 4 |
| Business Sector | Hygiene & Personal Care Products |
| Story | The Dove Self-Esteem Project today (April 12) launched the Campaign for Kids Online Safety to address the rise in youth mental health issues linked to social media. As part of the campaign, the Dove initiative is teaming with musician Lizzo, Common Sense Media and ParentsTogether Action to push for the 2023 Kids Online Safety Act (KOSA) which supports standards, safeguards and tools that protect kids’ online experiences and limit their exposure to toxic beauty content. |
| Philosophy | To boost its latest purpose-driven efforts to make social media a more positive environment, Dove released “Cost of Beauty: A Dove Film", a three-minute film that tells the true story of a young woman, Mary, who developed an eating disorder while being exposed to toxic beauty content on social media. Set to a version of “You Are So Beautiful,” the heartstring-tugging video suggests that Mary didn’t survive the ordeal before revealing that she is currently in recovery from the eating disorder. The video concludes with several real-life survivors of mental health issues and their parents. |
| Problem | The Campaign for Kids Online Safety is informed by new Dove research that demonstrates the toll social media has on youth mental health, with eight in 10 specialists saying social media is fueling a mental health crisis. Not only do 80% of young people believe people their age are addicted to social media, but more than half say it makes them and their peers feel anxious. |
| Media Type | Web Film |
| Length | |
| Soundtrack | You are so beautiful |
| AI Description | The ad, "Cost of Beauty: A Dove Film," presents a poignant narrative about the impact of social media on youth mental health. It follows the story of Mary, a young girl who struggles with an eating disorder fueled by exposure to toxic beauty content online. The film shows intimate moments of Mary's life, reflecting on her childhood joy and the subsequent pressures she faced. The emotional resonance is heightened by the soundtrack, "You Are So Beautiful," underlining the importance of self-worth and support. Viewers witness Mary's journey through recovery, interspersed with testimonials from other real-life survivors and their families. The film concludes with a powerful call to action to support the Kids Online Safety Act, emphasizing the need for safer digital spaces for children. Dove collaborates with renowned advocates like Lizzo and organizations to drive legislative change. |
| Editorial | Final Cut |
| Special Effects / VFX | Significant Others |
| Creative Agency | Ogilvy Toronto |
| Creative Agency | Ogilvy |
| Director | Henry Alex Rubin |
| Editor | Jim Helton |
| Editor | Ashley Kreamer |