Dove: #NoDigitalDistortion

3 out of 4 girls will not post a selfie without filtering it. Social media has caused devastating effects on the self-esteem of girls. And Dove will not stand for it. The Dove Self-Esteem Project created a self-esteem toolkit for parents, teachers, and mentors to reverse the negative effects of social media and build resilience in children & teens. We created social posts, a campaign site, targeted display ads, and an unfiltered filter to create awareness around the resources. The work laid the foundation for the award-winning Reverse Selfie Video.

Results: +2650% toolkit downloads in the first week, 6 billion earned impressions globally, 99% positive sentiment for the campaign

We tapped into body-positive influencers to launch our unfiltered filter, which prompted users to share a photo without editing it.