Dove's 'Reverse Selfie' Campaign to Find Natural Beauty

Dove is revisiting the theme of image manipulation and its effect on young girls in a more digitized age with a new media campaign.

 Dove 'Reverse Selfie Campaign' Tackles Problem of Face-Tuning Apps

Reverse Selfie Campaign

Dove recently made a big splash with its 'Reverse Selfie' campaign, which raises the alarm about young women's use of digital retouching apps, which is spreading through social media.

The Reverse Selfie video shows how the pictures of beautiful women on social media gradually return to their original self before retouching.

Reverse Selfie Campaign

Reverse Selfie Campaign

Reverse Selfie Campaign

The TV, social, digital and earned media campaign links back to the “Campaign for Real Beauty,” launched by Unilever in 2006 alongside the then-newly created Dove Self-Esteem Fund, which called out airbrushing and other alterations of photos appearing in media.

Taking a page from its own original campaign, Dove reveals each and every alteration done to a photo in reverse, revealing the true subject of the campaign: a young girl, in her bedroom, who is using the extra time alone to get the “perfect selfie.”

According to Boyce, the campaign insights are based around the fact that Canadian girls who regularly manipulate their photos digitally have lower body esteem than those who don’t, and that 80% of young Canadian women, by the age of 13, have downloaded a filter or used an app to manipulate their looks.

Reverse Selfie Campaign

: dove

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