Dove wins Cannes Grand Prix for Media with #TurnYourBack... plus 4 more evocative call to action campaigns.

#TurnYourBack | Dove | Ogilvy | 2022

Encourage women to shun TikTok's Bold Glamour filter to shine a light on the harm of unattainable beauty standards. Ogilvy UK and David Madrid won the Media Grand Prix at Cannes for their collaboration on Dove's "#TurnYourBack" campaign. The campaign was a response to TikTok's "Bold Glamour" video filter, which distorts users' facial features and presents an arguably unattainable “ideal” of beauty.  In response, Dove encouraged social media users to challenge the unrealistic beauty standards promoted by the filter by literally turning their back on it. The campaign launched on TikTok, with over 70 influencers sharing statistics on the negative impact of filters on girls' self-confidence. The #TurnYourBack hashtag gained nearly 60 million views and extended beyond social media to the Academy Awards and print and billboard ads.

#StareAtGreatness | Team Citi | Publicis | 2021

Encourage viewers to stare at Paralympians as they compete so they can witness their incredible skills and talent and not their disability.

#BeatMe | United Nations | BBDO | 2016

Challenge domestic violence in Pakistan by inviting men to beat Pakistani women at things they're good at such as chess, singing or climbing and debunk completely the notion of women being inferior to men.

Look At Me | Women's Aid | WCRS | 2016

Challenge passers-by to stare at a billboard of a bruised woman's face until the injuries disappear to raise awareness.

And a positive one to end on...

#LookUp | British Airways | Ogilvy | 2013

Challenge people who pass by to interact with a billboard to look up and see BA planes flying overhead from different destinations that promote the global benefit of the brand.