Dear Influencers
Summary: The use of filters by influencers in their posts harm girls’ self-esteem worldwide, including in Greece. Dove’s Dear Influencers campaign aimed to raise awareness among influencers and the public, and change advertising rules. The goal was to help young girls see real beauty behind filters. The campaign gathered 8.664 signatures, supporting the call for influencers to disclose filter use. Finally, the campaign contributed to the evolution of the Greek Advertising and Communications Code with a new paragraph regarding the use of filters by influencers in their branded/advertising posts.
Raised 8,664 signatures and contributed to the evolution of the Greek Advertising and Communications Code.
Lead Agency(s): Ogilvy Greece
Client / Brand: Dove
Effie Award(s): Bronze
SAFE TO PLAY HUB
Summary: In a market plagued by low condom usage, Durex Romania bravely targeted Gen-Z, a demographic aware of condoms but reluctant to use them. The challenge was not just to sell a product, but sex education. Fearlessly, Durex transformed SexEd from a dull monologue into an authentic Edutainment platform by Gen-Z for Gen-Z. Despite an economic crisis, this strategy ignited unprecedented growth, boosting both brand and category penetration. Durex didn’t just sell condoms; it sparked a national conversation about sexual health, making safe-sex appealing a generation previously left in the dark.
Facing low condom usage, Durex ignited a SexEd revolution, boosting penetration and sparking nationwide discussions.
Lead Agency(s): VML Romania
Contributing Agency(s): ZENITH ROMANIA
Client / Brand: Durex
Effie Award(s): Gold
