Reverse selfie campaign’ tackles problem of face-tuning apps amongst young women

Advertising agency Ogilvy has partnered with director Benito Montorio to produce a 60-second advertising campaign for Dove, which highlights the dangers of retouching apps and edited selfies on social media, and how they can affect the self-esteem of young people.

The campaign, called Reverse Selfie, reverses the stages of a young woman posting a selfie on social media. The Ogilvy ad shows the woman undoing the makeup, hair and even facial proportions of her selfie, finishing up with the revelation that the woman is just a girl, barely in her teens.

The film is accompanied by a set of photographic posters shot by Sophie Harris-Taylor, which set a real woman’s face and the facetuned alternative against each other. Dove has also created a Social Media confidence Kit for both parents and teachers, which is a tool through which adults can discuss the issue — in what Dove is calling ‘the Selfie Talk’ — with young people. Indeed, Dove is calling for action against unrealistic beauty standards and wants as much time to be given to this in education as topics such as puberty and sex.

Springwise