In a time before digital, glossy photoshopped ads in women's mags were condemned for their part in generating a dangerously idealised definition of beauty.Still today young girls face the exact same problem. Only this time, they don't compare themselves to the Kate Moss supermodels of this world. Instead, it's with their peers. A sign of the times, by the age of 13, 80% of girls distort the way they look online. Dove is on a mission to tackle the issue of real beauty standards in a digital era, using its platform to highlight the widespread damage caused by the trend of heavily edited selfies. Created by Ogilvy, 'Reverse Selfie' features a young girl, locked into the artificial world of social media. We are introduced to her as an extremely edited photograph, that she has posted with the caption 'my new look'.As the name suggests, the campaign is a reverse story, documenting what events occurred in the past, that led her to this present.The first to go is the filter. Using 'Photofix' we see that her 'perfect' selfie is the result of an app that enables her to modify her face. Gradually it exposes the changes. Her hair gets less thick, her chin returns back to its normal shape. We see that she's made her eyes bigger, her nose smaller and has erased all blemishes to a perfect glow.But even prior to the dangerous app, this girl has covered herself in makeup, solely for the end goal of capturing the perfect selfie. The reverse journey ends with her staring dissatisfyingly in the mirror, obviously discontent with the way she looks. What's most alarming is her age, a young girl barely into her teens, but you wouldn't have imagined that from her original selfie. ‘The pressure of social media is harming our girls’ self-esteem.’ the copy reads. 'More screen time during the pandemic has made things worse. Have the selfie talk today.'