2023-05-02 08:25:54
Where together with the agency Ogilvy London e Ogilvy Toronto launch a new campaign in support of psychological fragility of adolescents with respect to eating disorders.
Dove says 70% of children who use social media are exposed to misleading and dangerous beauty content and messages that negatively impact mental health in 3 out of 5 of them.
The brand with the Project Self-Esteem continues its battle in favor of real beauty, trying to encourage women, adolescents and girls to focus on building confidence in their own bodies, away from the stereotypes and models proposed by the media.
A narrow and unrealistic conception of one’s body
Dove’s latest commercial – Cost of Beauty – has Mary as the protagonist and the story told through the images is the real one of the little girl in whom unfortunately the role of social media has destroyed the psyche, leading her to have important food disorders. Mary, like many others of her age, ended up in the hospital to treat her malnourished body and above all to have a psychological support in the reconstruction of his identity, destroyed by toxic models imitated by the media.
The purpose of this campaign, developed in collaboration with the National Alliance for Eating Disorders e Project Healis in fact also to support a legislative change that can intervene against the mental health crisis of young people.
Self-esteem comes first
Where, in what have become incessant cultural battles more than campaigns, it continues to reiterate the extreme importance of the feeling of self-esteem which seems to be crumbling in an overbearing way in today’s society. Support also goes to parents who must be able to avoid danger through the awareness of self-worth and pass it on to their children.
It is certainly not easy to do this in a society dominated byhyperconnection, in which real relationships become negligible, in favor of the distorted and filtered ones of social networks. The amount of content accepted and shared for the promotion of a canon of perfect beauty leads to the normalization of those behaviors aimed at achieving the stereotype.
Unfortunately, sometimes, the need to be protagonists on social media becomes so strong that it cannot be resisted and overcome even in the most tragic situations: it is clear that the discomfort is manifest in body and mind.
Dove, on the other hand, is committed to the dissemination of a fair and mature message, of a path of self-awareness that has as its purpose the true beauty of everyone: the authentic, real, unique one.
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We have already seen this in his previous campaigns Reverse Selfie e The Real Beauty in which the brand urges the female world to fight stereotypes ea represent your authenticity as a sign of true beauty, the real one.
The cost of appearance today is greater than that of health itself, let’s think about it.
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