Dove’s billboard made of syringes: «Injectable Billboard»

Dove’s billboard is a denunciation of the harmful beauty standards that young women consume.

Dove’s fight against artificial beauty continues. To do this, it has covered many fields, such as the fight against beauty filters on TikTok, hypersexualization in video games or toxicity in social networks.

Now he has carried out an impressive publicity action in Square One, Toronto. The idea? highlight the number of young Canadians who have undergone injectable cosmetic beauty treatments in the past year.

Dove’s billboard made out of syringes.

«Injectable Billboard» is the title of the Dove’s billboard produced by the agencies Ogilvy Toronto and DAVID Miami. Follow the brand’s communication strategy to make beauty accessible to everyone and denounce the ideals of beauty that society imposes on us.

These beauty ideals are to blame for many young Canadians between the ages of 14 and 17 using invasive procedures to alter their appearance. In the last year, more than 50,000 teenagers have received a beauty treatment made with syringes. According to the study carried out by Vividata, 74% of girls between the ages of 14 and 17 want to change at least one thing about their appearance. 62% would like to be more beautiful and a third of the respondents are not happy with their appearance.

To illustrate this impact, a Dove’s billboard in a Toronto shopping center depicts the number of girls who have undergone a beauty treatment with syringes. An action that is part of the Dove Self-Esteem Project (DSEP) to try to improve the self-esteem and body image of young people.

According to Francesco Grandi, CCO of Ogilvy Toronto, said: “Every time young women scroll through their feed, they are bombarded with toxic beauty content. Not surprisingly, the average age for cosmetic injections is getting younger. When we discovered the 50,000 stat, we were shocked. We thought the best way to draw attention to the issue was to visualize it.”

For his part, Rafa Donato, CCO of DAVID Miami: «Hopefully the piece initiates real action to minimize the types of harmful messages that young people are exposed to on a daily basis that tell them that they need to look a certain way to be beautiful.»

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