Dove and Ogilvy launched 10 vs 10 in response to the growing number of young girls using inappropriate anti-aging products.
The print and on-the-go campaign features photos of a 10-year-old girl. On the left, carefree girls are depicted singing karaoke, posing with hats on, and riding a merry-go-round. On the right are girls of the same age who are practicing anti-aging skin care.
Beneath the image, Dove asks: “Why does 10 no longer look like this?”
Media planning and purchasing was handled by Mindshare, with the campaign focusing on shopping center OOH sites and publications that tackle the theme of unrealistic beauty standards._v2(digitaluse).jpg)
The campaign also includes QR code links to free online resources to help parents and caregivers have conversations with girls about inappropriate skin care use.
Dan Fisher, global executive creative director at Unilever Ogilvy, said the campaign sent an “urgent message”.
“Placing the two images side by side serves as an emotional reminder of the freedom young girls had to be themselves before the rise of social media,” he said.
“’10 vs. 10′ can help guide the right conversations by raising awareness of growing issues and providing critical resources.” ’10 vs. 10′ is Dove and Ogilvy’s #TheFaceof10 support. The campaign is a social and influencer-driven campaign launched last month that highlights how young girls’ faces should be covered with glitter and stickers rather than anti-aging products such as retinol. ”
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Dove global vice president Firdaus El Honsari added that the brand has “taken action” over the past 20 years to build “confidence and self-esteem in millions of girls.”
“Now, our daughters are anti-aging even before they start growing and they need us more than ever,” she said.
This article was originally published on Campaign UK.
