IN PROGRESS
not here to be humble
Dove’s ask: create a fresh and bold campaign that broadens the definition of beauty for the next 20 years.
Just as mature women are hitting their stride, society expects them to fade away. We stop telling their stories and celebrating their lives. Beyond adults, the harmful effects are widespread—children as young as 7 are using retinoids, reporting intense fear of aging.
How can we change the script around aging, both celebrating older women and protecting the next generation?
Presidential candidate, Kamala Harris recently quoted, “There are a whole lot of women out here who…are not aspiring to be humble.” Inspired, we want to amplify this message: women are beautiful at any age and it’s time to be loud about it.
AD/CW: Jules Masson