Dove and Atresmedia has joined efforts to protect children’s mental health and create a safer digital environment through a cooperation agreement between the two signed by the Marketing Director of the Company Atresmedia, Francisco Vaqueroand Director of Personal Care Spain, Ander Torinostogether with Unilever’s National Director of Communications, Ana Palencia.

Since 2004, Dove increase the self-confidence and self-esteem of young people through the Self-Esteem Project and, to date, have educated more than 94 million boys and girls worldwide. Through campaigns such as “Detoxify Your Feed”, “Reverse Selfie”, and, more recently “Avoid digital distortion”, Dove has worked to challenge social media practices that perpetuate unattainable standards of beauty.

“We have a responsibility to act and support a more positive environment on social media, helping to protect the mental health of young people”

“We have a responsibility to act and support a more positive environment on social media, helping to protect the mental health of young people. This means going beyond individual intervention to drive systemic change,” explains Ander Torinos, Spanish Director of Personal Care.

On this occasion, as a leading communications group in Spain and committed to positive societal transformation, Atresmedia turned to this initiative to raise awareness about the harm and risks caused to children’s mental health by the so-called ‘toxic beauty’, which is present in social networks.

Therefore, Atresmedia will provide visibility to the Self-Esteem Project Dove through the place with esther cowboy (host of Antenna 3 News), which will warn about the effects of ‘toxic beauty’ among the youngest.

In addition, the spot will urge the public to promote implementation of the recent law changes needed to stop a problem that damages the mental health of nearly 1 in 2 boys and girls through this site.

This initiative is promoted by Dove hand in hand with your agency Havas International and strengthened by Atresmedia, not only has the effect of demonstrating these toxic ingredients as a cause of anxiety, eating disorders, or self-harm among children; but also aims to provide a solution that reverses this situation.

Accordingly, this campaign also promotes the promotion of the European Regulation on Digital Services, which enables the reduction of harmful content present in digital environments through measures such as requiring social media platforms to include warnings in sensitive content that suggest self-harm. or related to eating disorders or prohibition of directing ads to users based on their forced actions, among other things.

8 out of 10 boys and girls are exposed to toxic beauty content

A recent study* conducted by the Dove Self-Esteem Project revealed that 8 out of 10 boys and girls are exposed to toxic beauty content on different social networks. As a result and according to the study, this content negatively affects the mental health of 6 in 10 young people.

The study led to conclusions such as that more than nine out of ten adolescent mental health specialists think that social networks are driving mental health crises among young people.

Additionally, half of adolescent mental health specialists say exposure to harmful beauty content on social media can lead to physical consequences, such as eating disorders or self-harm.

On the other hand, more than 50% of boys and girls said that using social networks causes anxiety, both for them and for their peers, while eight out of ten fathers and mothers confirmed the impact of social networks on children’s mental health. their children are worried.

* Study commissioned by Dove, conducted in 2023, with 9,938 respondents in the US, UK, Canada, Brazil and the EU (Italy, Portugal, France and Germany), for the Self-Esteem Project

About AtresMedia

Atresmedia is Spain’s leading Communications Group, the only audiovisual company with key positions in all the sectors in which it operates – television, radio, internet, cinema, production for third parties and training, etc. – through its flagship brands: Antena 3 , laSexta, Onda Cero, Europa FM… In this way, Atresmedia has developed its strategy in various Divisions such as Atresmedia Televisión (Antena 3, laSexta, Neox, Nova, Mega and Atreseries together with the OTT-platform its, ATRESplayer), Atresmedia Radio (Onda Cero, Europa FM, Melodía FM), Atresmedia Publicidad (dedicated to advertising and commercial exploitation) and Atresmedia Diversificación (activities and businesses independent of advertising). Within its commitment to Corporate Responsibility, it has key actions such as Put the Brake, Constants and Vitals, Well-being Objective, Be Eco, Creating Culture, Against Abuse, Zero Tolerance and Raise Your Head.

About pigeons

The Dove brand was born in 1957 in the US with the launch of its revolutionary beauty pill. Today, more than 11 million Dove products are sold daily in 137 countries around the world, including beauty tablets, hygiene and personal care products, and deodorants. Dove’s mission is to encourage all women to believe in their beauty. And since 2004, with the launch of the Real Beauty campaign, the brand turned to consumers creating a great emotional bond with her. Dove has always been focused on creating products that enable superior skincare and an ongoing commitment to breaking stereotypes, inspiring women around the world.