Young women, particularly those in their formative years, are particularly vulnerable to the influences they encounter on social media. Thats why their generation is called the insecure generation. The constant barrage of images, comments, and comparisons can take a toll on their self-esteem. The pressure to conform to unrealistic beauty standards and the fear of judgment can be overwhelming, leading to feelings of inadequacy and low self-worth.

Dove was still distant to this segment. And that's how we came to understand that being coherent and above all consistent, real beauty in its mental health dimension had a favorable context to connect with the new generations, in a category that had been losing interest.

The challenge was to generate impact and engagement with younger audiences through the visibility of our collective responsibility to promote a positive and nurturing online environment, specially in Social Platforms, increasing awareness about Dove Self-Esteem Project.

We created the first picture of self-love.

To achieve this, we invited a group of young women to conduct an experiment, where they read in front of the water the comments they receive on social media, both positive and negative.

Then, a scientist took the different samples and analyzed them under a microscope at temperatures of -0° where the freezing process begins.

The negative results were irregular, with no clear patterns.

But with the positives, the water was harmonious and uniform.

We transformed the positive results in our campaign.

For the first time people came face to face with the self-esteem of young women, discovering how words affect them so that we could nurture their wellbeing.

Evidencing through science that when we use our words in a positive way, the result is beautiful.

Generation Z is the most vulnerable to social media because they use it the most (1.32 hours a day on average). And are also the most anxious about them because of the toxic influences they encounter.

We wanted to reach young women and people that surrounded them.

That’s why we went to the places they were the most, social media, and outdoors near the places they visited.

Impregnating the streets with the picture of self-love so that people could scan it and know more about the importance of being responsible on social media.

Penetrating with the message to achieve a change and an interest in our Dove Self-Esteem Project.

Sometimes it is impossible to make visible the consequences of what we say, especially if they are said through social media platforms, that´s why we wanted to make people conscious, by showing it in a graphic way for the first time.

We launched the campaign the 26th of October 2023 with an online film that presented the experiment and the positive and negative results, were in the first day had more than 50.000 views.

After that we filled social media with the campaign, short films, the positive and negative results, and different content were influencers took an important role in spreading the message.

Then we launched a tv spot on the main massive and digital channels that reached our target.

We then filled the city with the positive results, with placements such as billboards and digital screens and newspapers, having hundreds of reactions of influencers appearing even on tv shows.

All this placements had a QR linked to our experiment, so that young people and the ones who surround them could know more about how words affect young woman and discover our Dove Self-Esteem Project.

Dove's Watergraphy campaign was a success in Chile, amassing over 220 million impressions and more than 19 million views and 100.000 USD in free media.

The brand's effort was rewarded with an avalanche of positive comments that highlighted the way Dove aimed to deliver on its construction of self-esteem purpose.

But, what became a true badge of honor for Watergraphy was the way that social media conversations around the campaign had, with an average of +88% positive sentiment in 1 in every 2 mentions made on social media, arising awareness on our Dove Self-Esteem Project.