Dove and Edelman, in association with Ogilvy, Mindshare, and Collectively, won Best in Show in the 2023 ANA Multicultural Excellence Awards competition for the campaign “Cost of Beauty.”
The campaign was created for the Dove Self-Esteem Project and includes a three-minute film that illustrates the impact toxic beauty content on social media can have on youth mental health. The film, states a release, which has been viewed more than 19 million times across TikTok, Facebook, Instagram, YouTube, and LinkedIn, was inspired by real stories of young people suffering from disorders related to social media viewing.
“Research from the Dove Self-Esteem Project shows social media has become one of the biggest threats to young people’s mental health today, with over 8 in 10 youth mental health specialists saying social media is fueling a mental health crisis among young people,” the company said in its entry form. “With this campaign, Dove wanted to elevate the impact of harmful beauty content on social media and take action to advance legislative change to make social media safer for young people.”
The primary audience for the campaign was parents and anyone who wants to act and make social media safer for the next generation. The Self-Esteem Project’s mission is to reach 250 million young people with no-cost, academically validated self-esteem and body confidence boosting tools by 2023.
Now in its 23nd year, the awards recognize client-side marketers and their agency or media partners who produced multicultural and inclusive advertising campaigns between June 2022 and June 2023. The winners of this year’s competition, open to both ANA members and nonmembers, were announced during a dinner celebration at the annual ANA Multicultural Marketing & Diversity Conference in Las Vegas.