Project Overview:

The Dove Mental Care+ Campaign was designed to address the mental health crisis among Generation Z, particularly young women overwhelmed by social media pressures and unrealistic beauty standards. The campaign aimed to redefine beauty by promoting positive mental well-being and encouraging open conversations around emotional struggles.

Key Contributions:

• Developed and executed a mental health awareness campaign targeted at Gen Z, leveraging social media platforms like TikTok and Instagram to drive engagement.
• Created the #ShowInnerBeauty movement, emphasizing that all emotions—including sadness and vulnerability—are part of a woman’s beauty.
• Designed a digital mental health hub featuring:
  • A self-check tool for mental well-being.
  • Resources on stress management, digital detox, and positive thinking.
  • Direct access to Dove's psychological support team.
• Launched Dovne, an AI-powered mental health assistant providing personalized support and connecting users with professional help.
• Partnered with influencers to amplify the campaign message, reaching a large audience.

Impact & Achievements:

• Successfully raised awareness on mental health and self-acceptance among younger generations.
• Fostered a positive beauty movement aligned with Dove’s core values.
• Encouraged thousands of individuals to seek mental health support and share their stories online.