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

Published On
Apr 05, 2023
A close-up of the syringes in Dove's new "injectable billboard"

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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.

A full shot of Dove's new "injectable billboard"

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.

There is more information about the syringe campaign at


Apr 05, 2023
Client :
Client :
Unilever Canada
Agency :
Agency :
Group CEO :
Arthur Fleischmann
Francesco Grandi
Account Management :
Marie-Lise Campeau
Managing Director :
Anchie Contractor
Group Account Director :
Karishma Goomer
Account Supervisor :
Princia Dsouza
Account Executive :
James Elmhirst
Managing Director Strategy :
Mike Wiles
Strategy Director :
Michael McDonald Beraskow
Senior Strategist :
Kate Safarian
Head of Production :
Cas Binnington
Senior Producer :
Jaclyn Garflinkle
Studio Support :
Engel Garcia
Chief Communication Officer :
David Ford
Global CCO & Partner :
Pancho Cassis
Global COO :
Sylvia Panico
Managing Director :
Ricardo Honegger
Rafael Donato
Associate Creative Director :
Sarah Dembkowski
Associate Creative Director :
Georgia Taylor
Copywriter :
Sarah Dembkowski
Art Director :
Georgia Taylor
Operations Manager :
Larissa Cocchiaro
Head of Innovation and Technology :
Toni Ferreira
Head of Account :
Carolina Vieira
Project Management :
Pedro Fragata
Project Management :
Max Montaldo
Project Management :
Regina Sanquintin
Global Chief Strategy Officer :
Paula Vampre
Senior Strategist :
Vanessa Amaral
Global PR Director :
Sandra Azedo
Vice President :
Leandro Barreto
Head of Brand :
Melissa Grevstad
Head of Personal Care :
Rishabh Gandhi
Brand Purpose Lead :
Laura Douglas
Digital Marketing and Commerce Lead :
Cathleen Rafeiro
Earned Media :
Jennifer Meehan
Head of Canada Influencer :
Sara Rezaee
Account Director :
Danielle Bozinoff
Account Manager :
Louise Hugot
Account Executive :
Caelan McMichael
Account Executive Influencer Marketing :
Ornella Duval
Paid Media :
Director of Planning :
Marissa Robinson
Senior Manager Social :
Nishi Patel
Senior Manager Planning :
Janhavi Jadhav
Assistant Planning :
Anna Kovaleva
Production Company :
Producer :
Guillaume Dubois
Director :
Anthony Ayotte
DP :
Gabriela Osio Vanden
Photographer :
Maxyme G Delisle
Photography Producer :
Eliane Sauvé

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