3 in 5 kids experience mental health issues from social media. So, we told the story of Mary; a real girl who almost lost her life from an eating disorder. However, we didn’t need to shoot her story, Mary already had. Using her own photos, videos, and journal entries, spanning over a decade, we created a film that shows her downward spiral after getting her first phone and joining social media. Set to an emotional female cover of Joe Cocker’s ‘You Are So Beautiful to Me,’ we see how quickly social media shapes Mary’s view of her own beauty, causing her mental health to severely struggle. At the end, we learn this isn’t just Mary’s story. It’s the story of millions of girls. The film concludes with a rallying call for people to sign the petition in support of the Kids Online Safety Act.

Kids are experiencing severe mental health issues from the onslaught of seemingly endless toxic beauty content on social media. Anxiety, depression, self-harm, eating disorders, PTSD, and even suicide - the harm social media can cause has no limits. Because neither does social media. In fact, the majority of young girls say they feel the pressure to look perfect and match what they see on social media. Our brief was twofold: first, highlight the scale of the social media-induced mental health crisis among kids; and second, inspire the world to act, demand change, and save kids from the dire consequences of toxic beauty content. Our goal was to mobilize the masses by creating a single, shareable film and get viewers to sign the petition to support the Kids Online Safety Act.

Due to the sensitive nature of the subject, the film soft launched organically and immediately went viral. In only 10 days, there were 9.13M combined video views on Dove’s owned channels (Instagram, TikTok and YouTube) and an increase of 16.7k new followers - a 157% increase compared to the previous two-week period. It is Dove’s highest organically viewed film of all time. Earned media coverage garnered 2.5B impressions with 190 placements including NBC, Women’s Health, and Teen Vogue.

The film was organically shared by some of society’s most important figures, including Senator Richard Blumenthal and 3x New York Times best-selling author, Faith Popcorn. Dove has already surpassed its goal of converting more than 50,000 petition signatures in support of passing the Kids Online Safety Act, averaging 300 signers per hour. Now, the campaign is moving into paid placement across the US, UK, Canada, Brazil, with many more to follow.

The volume and constant bombardment of toxic beauty content on social media is making young people suffer. 3 in 5 kids experience a mental health issue from toxic beauty content. Rates of depression, anxiety, and self-injury surged in the early 2010s, as social media platforms proliferated and expanded. The CDC reported suicide was the second leading cause of death amongst people aged 10 to 34 years old in 2018. Toxic content on social media is fueling a mental health crisis that is already spinning out of control, and kids are paying for it with their lives.

Unfortunately, toxic beauty content has been normalized and the impossible beauty standards accepted, so many kids are suffering in silence. By crafting this film out of Mary’s own content, we demonstrate that almost any girl could be in this film. You only have to look as far as their phones.

No actors were used.