As social issues and concerns continue to fill social media and news feeds, there is a call for brands to take a stance. Through their voice and platform, they can connect with consumers differently, creating a community of shared values and interests.
According to a study by Yotpo (2020), over 84% of consumers preferer brands whose values align with theirs. Another study by IBM (2022) showed that 44% of consumers choose brands based on their values.
Considering this, brands that use advertising to advocate for a social issue or change must find an interlink between the two. Otherwise, consumers may perceive a lack of coherence or consistency between the brand and its message, generating the opposite results the campaign intended.
Cannes Lions upholds this by celebrating “creativity that drives progress”. The Cannes Lions International Festival of Creativity hosts the most prestigious advertising awards. This year, Doves campaign #TurnYourBack by DAVID Madrid and Ogilvy UK received a Media Grand Prix and a Gold Lion in Media. Since its release, the campaign has reached +1 billion impressions, +110 million views on TikTok, and 94% positive sentiment in key markets (Dove Turn Your Back Case Study, 2023).
#TurnYourBack shed light on an issue manifested through an AI filter. It was not about a filter but rather what it stands for and what it is reinforcing. Given the social, humanitarian, and sustainable issues, an AI filter seems of lower priority. Nonetheless, the implications of the tools and technologies placed in the hands of children and young adults are concerning.
Countless studies have shown the harmful impact of social media, not only for society but, more importantly, for individual humans. There is concern about the lack of governance and consciousness behind decisions that can undoubtedly generate engagement but won’t necessarily benefit society.
Once again, Dove has shown the power of advertising by going beyond their products and advocating for “real beauty”. Campaigns like #TurnYourBack should encourage us to rethink how humans and brands can use technology and platforms to impact our society.
