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 two worlds – one full of carefree fun, one full of angst and self-awareness.

We partnered with real women and girls to show an unscripted look at 10 now and then.

We took the trend off TikTok and confronted parents in targeted OOH near malls and Sephora outlets.

Full page ads brought the issue to light in national UK newspapers and major print titles.

Every placement drove to free online resources (developed with leading dermatologists and academics) designed to help parents and caregivers initiate healthy conversations. 

People were driven to create content and post across social media.

The campaign didn’t just raise awareness, it helped parents act.