01 PROJECT
Dove
YOUNG ONES New York
02 Brief
Create a bold campaign that inspires FEMALE EMPOWEREMENT
03 Idea
Donate money to women’s mental health by breaking free and make a face.
The brief
dove challenged us to create a bold campaign that makes women feel better about how they look and broaden the definition of beauty in society.
In return, we thought it would be interesting to also challenge Dove – A brand that wants to promote radical inclusivity but has a traditional soft and feminine visual identity with a lot of pretty smiles.
We wanted to see if we could step out of the expected visual norms of the skincare genre and explore stronger emotions.
05
background
Mental health among young adults is in rapid decline with anxiety and depression rates doubling over the past decade. World Health Organization highlights that suicide is now the fourth leading cause of death among 15-29 year-olds globally.
Making a face triggers the release of feel-good chemicals like dopamine, serotonin, and endorphins which reduce stress, alleviate pain, and improve overall well-being.
This means participants aren't just protesting poor mental health but actively engaging in a small act of self-care.
06
The IDEA
Dove starts collecting faces from the public and announces a global pledge to raise a million dollars to combat young women's mental health.
For every face, Dove will donate 1 US Dollar to charity for young women's mental health.
DM or tag Dove on social media and Dove will automatically send you a receipt of their donation and repost your image, turning their feeds into a digital protest march of tousands faces in real time.
07
DOVE AUTOMATICALLY POSTS YOUR FACE AND DONATES 1 USD
DM DOVE ON SOCIAL MEDIA
TAKE A PICTURE OF YOUR FACE
WATCH THE PROGRESS IN REAL TIME ON DOVE.COM
