Quick Case – INJECTABLE BILLBOARDS (CANADA)
INJECTABLE BILLBOARDS (CANADA)
Dove makes a billboard out of syringes to pierce toxic beauty trends among teens
Brief Description
Even though their faces are still developing, an alarming number of 14-to-17-year-olds are resorting to extreme measures to alter their appearances. The rapid rise of botox and fillers among teens has prompted Dove to create a bold out-of-home (OOH) activation made up entirely of needles. The idea is to raise awareness of the facts, ignite a conversation, and lead to real action.
Why is it significant?
It is impossible to ignore or not comment on this project. The initiative is part of the Dove Self-Esteem Project (DSEP) mission to improve young people’s self-esteem and body image. Part of that mission involves exposing the harmful nature of beauty ideals and their negative impact on youth.