Dove: Dove: 10 vs 10 - 1

[10:52 AM] Josh Aitken
Girls as young as 10 are being exposed to harmful social media content, pressuring them to adopt unnecessary anti-ageing skincare regimes. Dove sparked a global conversation by asking one simple question: When did 10 stop looking like 10?  The provocative press campaign compares real 10-year-olds side by side. An older image of a carefree ten-year-old, unencumbered by the pressures of social-media, is contrasted by an image of a current ten-year-old, and their adult skincare routine. A QR code links to free online resources developed to help parents and caregivers start conversations that protect #TheFaceOf10.