DOVE, Inc. reverses #selfie edits to highlight the dangers of #socialmedia. In a time before digital, glossy photoshopped ads in women’s mags were condemned for their part in generating a dangerously idealized definition of beauty. Dove highlighted this epidemic with their brilliant 2006 Dove ‘Evolution’ video.

BUT … today young girls face the same problem. Claiming that by the age of 13, 80% of girls distort the way they look online, beauty brand Dove is on a mission to tackle the issue of real beauty standards in a digital era. It’s using its platform to highlight the widespread damage caused by the trend of heavily edited #selfies.

Created by Ogilvy, ’Reverse Selfie’ features a young girl locked into the artificial world of social media. We are introduced to her in the form of a highly edited photograph, that she has posted with the caption ’my new look’. #wakeupimagine#advertising#marketing#personalbranding#creativitymatters#theselfietalk