DOVE | Unofficial Ambassadors
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In South Korean universities, student ambassadors are selected at the beginning of each semester to represent the school and its students.
However, only a few individuals are chosen based on the conventional idea of beauty rather than their "Real Beauty."
This practice has fostered a stereotype that only those who fit traditional beauty standards can serve as ambassadors, significantly impacting the self-esteem of their peers. We collaborated with Dove, a brand that celebrates natural beauty, to design an unofficial ambassador campaign to address this. This initiative encourages students with diverse personalities and backgrounds to be represented in their schools through outdoor ads.
CASE STUDY
PROBLEM
Korean colleges repeatedly select similar-looking school ambassadors, reflecting young women's self-esteem issues.
IDEA
During the back-to-school seasons, instead of the school picking the ambassadors, we’ll work with students to pick their unofficial ambassadors.
OUT OF HOME
SOCIAL MEDIA
We will create a TikTok challenge to encourage students to nominate the next ambassadors annually.
