Dove’s groundbreaking ad campaign is poised to revolutionize our perception of social media and its impact on our children’s self-image. Through a powerful and thought-provoking ad, Dove exposes the hidden dangers lurking behind screens, shedding light on the detrimental effects that social media can have on young minds.
The campaign introduces us to Mary, a brave and resilient young woman who embarks on a journey of recovery from an eating disorder.
We witness her inspiring transformation as she reclaims her true identity. Dove’s campaign serves as an urgent wake-up call, urging us to prioritize the mental well-being of our children.
The ad, titled “Cost of Beauty: A Dove Film,” is part of Dove’s Self-Esteem Project Campaign. It chronicles the childhood of Mary, a British girl, starting from her carefree and joyful early years, playing with her friends. She embodies the image of a perfect, happy child, free from concerns about herself or the world.
As the video progresses, we see Mary grow up through candid home videos until her 12th birthday. It is at this point that she receives a cell phone as a gift, and her demeanor changes. She becomes withdrawn, engrossed in watching dieting tips videos on social media platforms. The ad takes a darker and more tragic turn as we realize that she is obsessing over her weight and diet as a young woman.
Clips from Mary’s diary entries reveal her struggles with food consumption, body image, and self-worth, serving as a poignant reminder of the dangers posed by social media.
The narrative reveals that Mary has been hospitalized for an eating disorder, with snapshots and photos depicting her in the hospital with IV drips, culminating in a heartbreaking breakdown captured on video.
Dove aims to convey the damaging impact of social media on children and young people. Today, Mary is on the path to recovery, supported by her mother. The ad highlights that social media content not only contributes to the development of eating disorders but also increases the likelihood of depression and anxiety among young individuals. The conclusion of the ad showcases several other young women in recovery from the negative effects of social media.
Dove is renowned for its powerful campaigns against the harmful effects of the beauty, fashion, and digital industries on people worldwide. They constantly strive to challenge the norms of mass media and fashion, advocating for inclusivity and the representation of everyday individuals embracing their true selves.