According to statistics, an alarming number of 14-to-17-year-olds are turning to injectables to change their appearance.
Dove is once again moving the dial forward when it comes to conversations around toxic beauty standards. After the success of last year’s ‘Toxic Influence’ campaign, the Unilever-owned brand is tackling the topic of injectables to continue pushing its self-esteem project. Syringe With Fixed Needle
Even though their faces are still developing, an alarming number of 14-to-17-year-olds are resorting to extreme measures to alter their appearances. The rapid rise of botox and fillers among teens has prompted Dove to create a bold out-of-home (OOH) activation made up entirely of needles.
The billboard, which stands in a Toronto mall, is constructed using tens of thousands of medical-grade syringes – the same kind used in these procedures. The copy reads: “Over 50,000 cosmetic injectables were performed on our teens last year.”
“Every time a young girl scrolls her feed, she’s bombarded with toxic beauty content. No wonder the average age of cosmetic injections keeps getting younger," said Francesco Grandi, chief creative officer at Ogilvy Toronto.
"These girls are feeling pressured to alter the way they look, when they are still changing and developing. When we discovered the 50,000 stat, we were shocked. We thought the best way to bring attention to the issue was to visualize it”.
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Rafa Donato, chief creative officer at David Miami added: "This billboard represents the thousands of teenage girls who received a cosmetic injectable treatment over the last year – likely to fit into unrealistic beauty standards after being exposed to toxic beauty content on social media.
"Hopefully, this piece will ignite a conversation and lead to real action to minimize the types of harmful messages young people are exposed to daily that tells them they need to look a certain way to be beautiful."
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Agency: Ogilvy Toronto / David Miami
Brand: Dove by Unilever Canada
Global chief marketing officer, Dove: Alessandro Manfredi
Global vice president Dove masterbrand and skincare: Leandro Barreto
Global brand director, Dove masterbrand: Kathryn Fernandez
Dove global vice president of external communications and sustainability: Firdaous El Honsali
Head of Dove brand purpose, North America: Melissa Grevstad
Head of personal care, Canada: Rishabh Gandhi
Head of beauty and wellbeing, Canada: Leslie Golts
Dove brand purpose lead, Canada: Laura Douglas
Digital marketing and commerce lead, Canada: Cathleen Rafeiro
Head of PR and influencer, Dove North America: Dana Paolucci
Chief creative officer: Francesco Grandi
Group account director: Karishma Goomer
Managing director, Strategy: Mike Wiles
Strategy director: Michael McDonald Beraskow
Head of production: Cas Binnington
Editor / motion graphic artist: Thais Maranho
Chief communications officer: David Ford
Global chief creative officer and partner: Pancho Cassis
Global chief creative officer: Sylvia Panico
Chief creative officer: Rafael Donato
Associate creative director: Sarah Dembkowski, Georgia Taylor
Head of innovation and technology: Toni Ferreira
Head of account: Carolina Vieira
Project management: Pedro Fragata, Max Montaldo, Regina Sanquintin
Global chief strategy officer: Paula Vampre
Global PR director: Sandra Azedo
Executive vice president, national brand lead: Jennifer Meehan
Head of Canada influencer: Sara Rezaee
Account director, brand: Danielle Bozinoff
Account manager, brand: Louise Hugot
Account Executive, Brand: Caelan McMichael
Senior manager social: Nishi Patel
Senior manager planning: Janhavi Jadhav
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