Dove made a billboard out of syringes to warn of more teen girls using cosmetic injectables
The striking ad in a Toronto mall is the marketer’s latest illustration of the impact of toxic beauty standards
Apr 05, 2023
Some 50,000 Canadian teens 14-17 have had injectables for cosmetic purposes. Also, 74% of Canadian girls 14-17 want to change at least one thing about their appearance, and 62% wish they were more beautiful.
These troubling statistics led Dove to its latest advertising installation—a billboard made almost entirely of syringes, created by David Miami and Ogilvy Toronto. The syringes are colored on the end facing the viewer; in a kind of pointillist style, the syringes together create an image of a teenage girl along with a variation on the first stat mentioned above.
The effort, which went up in the Square One shopping center, is part of the Dove Self-Esteem Project’s (DSEP) mission to improve youth self-esteem and body image. Part of that mission involves exposing the harmful nature of beauty ideals and its negative impact on youth. The goal is to reach 250 million kids with self-esteem education by 2030.