Dove displays syringe-based billboard
By Derek Winkler
Unilever Canada conducted a one-day out-of-home advertising campaign in Mississauga on April 4 for its Dove line of beauty products. The effort consisted of a billboard constructed from approximately 50,000 syringes, representing the number of Canadian girls between the ages 14 and 17 who have undergone injectable cosmetic beauty treatments in the last year. According to the company, the intent was to illustrate the increasing number of girls who are using such procedures to “alter their appearance to meet the unrealistic beauty standards they see in their feeds and the world around them.” The billboard was located within the Square One shopping mall.