By 2026, 90% of all online content will be AI-generated, according to Dove’s report to celebrate its 30th anniversary of ’Real Beauty’. Given the report, Dove wanted to contribute to a broader spectrum of diversity, reality and authenticity in the representation of women on AI platforms. The challenge was to build on their ’Dove The Code’ campaign to reach the target audience across Aller Media channels.
Only 3 out of 10 women feel loved just as they are, according to Aller Media’s She Report 2023 ’Relationships, intimacy and loneliness’. Women also spend an average of 79 minutes on social media every day and for women aged 16-29 the figure is even higher – 121 minutes.
Our idea at ELLE Creative Studio was to create an editorial format that reached out to ELLE’s target audience in the form of engaging content. In the video, influencer Jessica Ekström went out on the town to have a dialog about people’s perception of two AI-generated images of women, one according to standard and one according to Dove’s campaign ’Dove The Code’. Together with a younger girl, Jessica then discussed if and why girls want to change their appearance because of the artificial beauty they see on social media. As a natural extension of the campaign, the material was also edited into 15s Instream, which was rolled out in our network to the desired target group during the campaign period.
Only 3 out of 10 women feel loved just as they are, according to Aller Media’s She Report 2023 ’Relationships, intimacy and loneliness’. Women also spend an average of 79 minutes on social media every day and for women aged 16-29 the figure is even higher – 121 minutes.
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