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Dove has a decades-long history of using a metaphorical pointy stick to jab the beauty industrial complex, repeatedly calling out unrealistic standards and harmful imagery and messages.
In its latest project, the Unilever brand arms itself with actual sharp objects—medical-grade syringes—to graphically illustrate how many cosmetic procedures Canadian teens have had in the past year.
The activation, called “Injectable Billboard,” has been installed in the courtyard of Square One shopping mall in Toronto for maximum exposure to the target audience.
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