The ‘Reverse Selfie’ campaign sought to bring the dangers of retouching apps and the harm they have on the mental health of young girls into the public consciousness.

While the manipulations possible on apps get more sophisticated, the age of the girls affected by social media pressures is only getting younger.

So, we devised an emotionally impactful campaign reversing the effects of these toxic retouching apps and showcasing those young people that are being so affected by them. Once the impact had landed, we then supported with our #SelfieTalk toolkit, helping to make talking about the issues easier.

Our campaign targeted parents and guardians, encouraging them to directly have the 'Selfie Talk' with young girls. This drove a huge increase in Dove Self-Esteem Project Toolkit downloads and included a strong and clear call to action to download the toolkit throughout the whole campaign.

We also targeted young people directly with a TikTok challenge using the hashtag #NoDigitalDistortion which reached millions of young people. We are also proud to say the campaign is now being used as an educational tool in schools, directly reaching millions of kids in the US.