8 out of 10 women receive hateful comments on social media, which often causes them to delete their photos and hide because of the hate. To bring attention to the issue and confront it, VML Argentina and Dove created (Un)Deleted – a photo exhibition made with photos deleted because of hate on social media.
Undeleted
The first-ever photo exhibition that shows what hate tried to hide
Client
- Dove
オフィス
- Argentina
Women that receive hateful comments on their social media posts impacts their mental health and self-esteem.
With (Un)Deleted, we created a campaign combining the classic benefit and main differential with the brand’s purpose of 'Real Beauty.' This started a relevant conversation for Gen Z and updated the purpose for an entire generation. The exhibition also became a space to celebrate diversity and authenticity, inspiring thousands of women to show themselves as they are. We are super proud of it.
Sofía Cursach
General Creative Director, VML Argentina
Dove identified the need to reconnect with younger women, a generation that demands authenticity and commitment. Over the past 20 years, Dove has built a strong bond with women aged 35+ through its Real Beauty platform. However, Gen Z women, now in their 20s, were children when the brand launched this iconic campaign and had not developed as deep a connection with it.
We know that hair removal is the #1 cause of skin irritation in women. But there's something deeper that irritates them more – hate and body shaming on social media.
We launched (Un)Deleted, the first-ever photo show to challenge social media hate, and invited 15 Gen Z-friendly influencers to showcase photos they’d deleted due to negative comments about their appearance.
Creators became the voice of the campaign, sharing their stories, giving interviews and inspiring women to undelete their photos.
(Un)Deleted exceeded its objectives, proving that commitment to an authentic purpose generates results, even more so if we redefine that purpose to resonate with new generations.
Please provide your contact information to continue.
Awards
2025 The One Show
Integrated/Omnichannel: Campaigns for Good
Bronze Pencil
2025 The Clios Awards
Fashion & Beauty
Bronze
Press
Enfrentemos la Irritación: la primera muestra que expuso todo lo que el hate quiere ocultar en redes
La Nación
Una muestra para concientizar sobre los mensajes de odio que reciben las mujeres en redes socialesClarín
Una muestra fotográfica que invita a desafiar los mensajes de odio en redes socialesinfobae
Related Content
Telefonica Movistar
Game Guardian
Making online gaming a safe environment for kids again
Read Case Study 
Unilever
Repair Stories
A documentary series featuring eight stories about repairing more than just hair
Read Case Study