Dove Turn Your Back (case study) Media Grand Prix at the Cannes Lions 2023

Dove is encouraging people to turn their back on the new Bold Glamour filter as part of its mission to create a, NoDigitalDistortion movement. The influencerled campaign, developed by Ogilvy and DAVID, is kicking off with content creators sharing how they personally feel about the Bold Glamour filter and the damage it can do (and is doing) to social users. The Bold Glamour filter presents a concerning ideal of beauty one that looks real, too real. In the seven days since it launched, the hashtag has been viewed more than 365M times (probably more by now). The campaign is galvanising people to stand together and physically turn their backs on this harmful form of digital distortion. Through research done by the Dove SelfEsteem Project 38 of girls in the US say they cant live up to the beauty standards that influencers project on social media, and 80 say they have already applied a filter or used a retouching app to change the way they look in their photos by age 13. As a result, 48