Dove research shows 2 in 3 girls in the US spend more than an hour on social media daily, 1 in 2 say idealised beauty content on social media causes low self-esteem, 80% would like their parents to help them manage idealised beauty posts, and 7 in 10 feels better after unfollowing idealised beauty content on social media. So, Dove, and its creative partner Ogilvy, have created #DetoxYourFeed, an awareness, empowerment and education campaign as part of their global digital programme. To launch the campaign, a powerful film called 'Deepfake', uses Deepfake technology to raise awareness as part of the campaign to help teen girls help themselves and to help their parents to support them. Authentic casting is a crucial aspect of creating the film, with Dove and Ogilvy casting real mothers and daughters directly impacted by the issue. #DetoxYourFeed is part of The Dove Self-Esteem Project, the brand's ongoing and groundbreaking effort aimed at helping young people overcome body image issues and fulfil their potential by building positive body confidence and self-esteem. This effort builds on last year's #ReverseSelfie campaign.
