Dove ‘10 vs 10’
Exposing the underage problem
of anti-ageing skincare.
Despite platform age-gating, girls as young as 10 are being exposed to harmful social media content that pressures them to adopt anti-ageing skincare regimes. This could permanently damage their skin, and their self-esteem. Dove sparked a global conversation by asking one simple question: When did 10 stop looking like 10?
The provocative campaign contrasted the reality of being a girl in the past, and in the present. From carefree to conscious.
This one was particularly close to my heart.
When did 10 stop looking like 10?
Credits
Ogilvy Sydney X Ogilvy London
ECD: Bridget Jung & Clark Edwards
Creative Directors: Alex Collares & Josh Aitken
Design Director: Dom O’Connell
Art Director: Leora Zuckerman
Copywriter: Sophie Aitken