Dove - "The Cost of Beauty" by ANDY Awards 2024
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Dove - "The Cost of Beauty"
This ad is part of the ACT Responsible Collection
- Brand: Dove
- Country: United Kingdom
- Advertiser: Unilever
| Title | The Cost of Beauty |
| Agency | Ogilvy London |
| Campaign | The Cost of Beauty |
| Advertiser | Unilever |
| Brand | Dove |
| Date of First Broadcast/Publication | 2023 |
| Business Sector | Toiletries |
| Story | Social media can make us feel imperfect. Dove’s film tells the true story of a young woman who developed an eating disorder due to toxic social media content. |
| Media Type | Case Study |
| Length | |
| AI Description | The Dove 'Cost of Beauty' ad addresses the harmful effects of social media on teenagers' mental health, particularly focusing on Instagram's impact. It features a blend of Senate hearings and personal stories, illustrating the severe consequences of toxic online beauty standards. These include increased rates of anxiety, depression, and various disorders among young people. The narrative highlights the story of a girl named Mary, tracing her journey from a carefree childhood to her struggles with mental health issues. High-profile personalities speak on the urgent need for change, revealing shocking statistics and urging for the Kids Online Safety Act. Clips from social media are interspersed with personal testimonies, urging viewers to reflect on the real cost of beauty standards today. The film has gained widespread attention, garnering over 28 million views and 2.8 billion impressions. The call to action emphasizes the importance of healthy self-esteem and protective measures for youth online. |
| 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 |