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The Dove Ad Makeover

Award: Wood Pencil

Wood Pencil / Digital Advertising / Use of Social Media / 2013

Dove’s mission is to make every woman in the world feel more beautiful, but a study done with the London School of Economics revealed that only four per cent of women describe themselves as beautiful. We discovered women’s insecurities are reinforced by millions of negative online ads that use keywords to specifically target their beauty anxieties. Our solution was the Ad Makeover, a campaign that empowers women to displace negative ads on Facebook with positive messages.

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