Dove’s 2022 Self-Esteem Project Research showed that 9 in 10 children are exposed to harmful beauty content, and 4 in 5 girls want help from their parents—but many don’t know how to start the conversation. To change this, we took a popular social media trend, #GRWM, which usually focuses on beauty and fashion routines, and reimagined it to help moms and daughters build body confidence together. We transformed the classic game of Truth or Dare with custom prompts that encouraged positivity and self-expression. TikTok became a space for moms and daughters to share these essential conversations while having fun.

A shoppable Walmart brand page, a live stream with Venus Williams, an in person event and paid social ads helped amplify the campaign. The result was a boost in body positivity, cross-category sales, and an increase in multi-category buyers.

Dove - Truth or Dare Year 2 GRWM Edition

Creative Director: Jon Britt, Associate Creative Director: Andrea Elder, Sr. Copywriter: Genna Tardi, Jr. Copywriter: Drew Schleicher, Senior Art Director: Allie Johnson, Art Director: Madison Moats, Junior Art Director: Vashnee Persaud, Senior Production Designer: Daniel Sanabria Contreras, Event Partner: JetFuel