Ogilvy and Dove - The Cost of beauty - case study (2023)

Dove’s "Cost of Beauty" also added a Gold in the Social & Influence category at the Cannes Lions 2023. The collaboration between Ogilvy UK and Ogilvy Toronto showcased the startling reality that 70% of kids are exposed to toxic beauty content on social media, and 3 of 5 kids’ mental health is being impacted by what they see on social media. The film from the Dove Self-Esteem Project follows the first-hand experience of one young woman as it explores the consequences of harmful beauty content. Daniel Fisher, Global Executive Creative Director, said: "The constant exposure to toxic beauty content online is having a heart-breaking impact on the mental and physical well-being of kids and teens. We are deeply indebted to Mary and the other voices in the film for allowing us to tell their stories because it’s critical that we come together as a society to create a safer, healthier online environment for younger generations. As the father of two young girls myself, I hope that it will help spark the actions our society needs to be taking. I am very proud of this campaign.”

Ad agency: Ogilvy UK and Ogilvy Canada