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Empowering Beauty Campaigns

Dove Fights Social Media Likes for the Self-Esteem of Girls

— October 21, 2015 — Marketing
Everybody knows that the road to posting a selfie on social media is long and filled with obstacles to social validation. You need to share your best angle with the perfect filter showing your amazing life, which may be staged, often with hours of preparation. The game is about constant comparison and the ultimate prize being a "like." In fact, these platforms are turning into the modern race for body and social validation.

However, this like-chasing has the potential to deeply hurt the confidence of girls, especially among teenagers. The more they get, the more they feel attractive. Results of the destructive craving state that 6/10 girls in the UK feel prettier online than in real life. It is leading to a generation of women with low self-confidence and image-related problems.

Dove, fighting for the self-esteem of women, created a digital campaign that shifts the conventional social media measurement best practices. The brand pushes people to not like the pictures, one of the key metrics for engagement. The brand takes a stand with the hashtag #NoLikesNeeded, urging teens to be aware of the damage that a click could cause. This campaign is a challenging operation to remind young girls that the only "like" they need to pay attention to is their own.