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Dove #detoxyourfeed

Real beauty pioneer, Dove partnered with Butterfly Foundation to call for a National Inquiry into body image in the hope to bring about real change to harmful body ideals in Australia. The first of its kind multi-channel campaign features advertising that visually evolves as more Australians sign the petition.

The campaign aims to address the issue of body dissatisfaction in Australia after recent research commissioned by Dove revealed that more than half of Australian girls (58%) are dissatisfied with their overall appearance.

Running across video, social, outdoor, influencer marketing and PR, the campaign forms the second phase of Dove’s #DetoxYourFeed platform launched earlier this year, and ignites greater social and political action behind Dove’s commitment to help all women develop a positive relationship with the way they look.

Dove and PHD engaged our POLY and Technology teams to bring the idea to life across iconic outdoor digital screens such as The Bourke with responsive ads hosting a live tally that in turn evolves the artwork as more Australians sign the petition.

The outdoor campaign features a live dynamic counter that invites people to sign the petition via a QR code. The creative is built upon Dove’s existing TVC of a girl on her mobile viewing toxic beauty advice which appears to be negatively impacting her self-esteem. As more people sign the petition, the number of toxic social tiles displayed decreases, enabling supporters to witness their impact and remove toxic advice from the girl’s feed in real-time. The executions will be supported on ground with brand ambassadors engaging the public to discuss and consider signing the petition.


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