LLYC a winner at the Eficacia effective communication awards for its Dove campaign

LLYC was awarded two silver medals at the 17th Eficacia effective communication awards for the Dove Reverse Selfie campaign, which was developed in partnership with the media agency Initiative.

The Dove campaign won 2nd place in the categories “Health, Hygiene and Home Care” and “Force for Good.” It is part of the brand’s Self-Esteem Project, whose mission is to ensure that the next generation develops a positive relationship to their appearance.

At the start of this year, Dove entrusted LLYC with the challenge of communicating the brand’s new campaign on digital manipulation. The Reverse Selfie campaign was designed to draw attention to how digital manipulation, encouraged by social media, was eroding the self-esteem of young people. This initiative reveals alarming data that prove the seriousness of the problem on a global scale. Based on the Detoxify Beauty study conducted in 10 countries, including Portugal, the campaign assessed how social media and digital manipulation are impacting the behavior and daily life of younger generations.

For Marlene Gaspar, Senior Director of the Consumer Engagement and Digital areas at LLYC in Portugal, “The Efficacy Awards are awards for excellence in communication. Winning an award like this with a brand like Dove confirms the success of our path at LLYC with our clients and our strategic vision of the creativity we want to bring more of to our communication projects.”

The Efficacy Awards, organized by APAN (the Portuguese Advertisers’ Association) are the only awards in Portugal that focus on and reward the joint work of advertisers and their agencies, based on the measured and proven effectiveness of their communication campaigns.