Toxic Influence is a Greenpeace film exposing beauty brand Dove's damaging environmental practices over the past two decades. It was released in September to coincide with the twentieth anniversary of Dove's 'Real Beauty' campaign. In a style that parodies the brand's US work, the film shows mothers and daughters expressing their shocked reactions at first learning of Dove's (and Unilever's) preeminent role as global plastic polluters. 

We worked to spread the message as widely as possible, inviting people to take a moment out of their day and watch a 15-second clip of Toxic Influence. We targeted women between eighteen and thirty-four, reaching them in trusted, editorial content. In a world where giant corporates have been known to leverage their value to publishers to neutralise criticism, we used smart planning to overcome this. In doing so, we secured top digital placements across several major national newsbrands and the beauty magazines where Dove's influence is most evident. 

The campaign was successful, with Toxic Influence reaching over 700,000 people, 70% of whom went on to watch the clip in full. We are proud to have achieved campaign visibility where it mattered, despite the hurdles frequently faced by Greenpeace when campaigning with messages confronting global commerce. If you want to join the fight, watch Toxic Influence here.