Campaign Spotlight: Dove and Ogilvy’s #DetoxYourFeed spotlights the impact of social media on self-esteem

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NEW YORK, USA — #DetoxYourFeed, Dove’s major new digital-first campaign, uses face mapping technology and AI to raise awareness about the impact of social media on self-esteem and to help teenage girls detox their social media feeds.

Dove research shows 2 in 3 girls in the US spend more than an hour on social media daily, 1 in 2 say idealised beauty content on social media causes low self-esteem, 80% would like their parents to help them manage idealised beauty posts, and 7 in 10 feels better after unfollowing idealised beauty content on social media.

So, Dove, and its creative partner Ogilvy, have created #DetoxYourFeed, an awareness, empowerment, and education campaign as part of their global digital programme. To launch the campaign, a powerful film called ‘Deepfake’, uses Deepfake technology to raise awareness as part of the campaign to help teen girls help themselves and to help their parents to support them. Authentic casting is a crucial aspect of creating the film, with Dove and Ogilvy casting real mothers and daughters directly impacted by the issue.

#DetoxYourFeed is part of The Dove Self-Esteem Project, the brand’s ongoing and groundbreaking effort aimed at helping young people overcome body image issues and fulfill their potential by building positive body confidence and self-esteem. This effort builds on last year’s #ReverseSelfie campaign.

Daniel Fisher, Global ECD, Unilever, and Special Projects and Member of Ogilvy’s Worldwide Creative Council, said: “I’m extremely proud of this piece of work and of all the teams from across the Ogilvy network who helped bring it to life. The kind of toxic beauty advice that girls today are getting exposed to on social media is heart-breaking and I only hope that this work kickstarts the conversations that we all need to be having.”

CREDITS

In the spirit of borderless creativity, #DetoxYourFeed was created by Ogilvy’s global Unilever team with contributions from the UK, US, and Sweden.