This campaign was created to shine a light on the pressures of social media and the dangers of retouching apps used by 100s of millions of children around the world.

“Reverse Selfie” follows the true story of Grace and the editing apps she used to achieve the ‘ideal’ selfie. The wider campaign is based on the digital tools Grace and other girls used to edit their selfies every day, every filter and retouched blemish were authentically recreated and then reversed to reveal the girl’s real beauty.

With the rise of social media and retouching apps, women’s self-confidence has fallen. Six in ten women and girls blame social media for making them feel worse about themselves - constantly pressurized to present a ‘perfect’ version of themselves online 24/7.

Dove needed to highlight today’s self-esteem crisis threatening young women and to challenge the toxic beauty standards spreading online.

Integration was integral to our campaign as we needed to speak to a wide range of people, firstly across America and then around the world. TV, OOH and Print allowed us to tell more of the narrative, whereas PR and social allowed us to expose the dangers of social media on the platforms themselves. It called upon parents to have the ‘selfie talk’ with kids about the dangers of social media.