Have you heard the term "toxic beauty"? There is content in social networks that affects our idea of beauty and the formation of identity, self-esteem and self-perception. This content is not only misleading, but can even be dangerous to its users.

In connection with this trend, the Dove brand created a project called Dove Self Esteem. The campaign aims to help parents detox their children's social media content. In partnership with Radio N-JOY, this project was also covered on the Bulgarian radio air. Over the course of a week, the "Inspector N-JOY Show" examined the effects of toxic beauty on children's mental and physical health and on their relationships with others.

Each day of the morning block of N-JOY presented a thematic segment looking at the problem from different aspects. Radio hosts and experts spoke about the challenges and threats facing the young generation, which are the result of artificially spreading appearance standards, especially in the Internet space.

How the definition of beauty differs was explored in a mother-daughter conversation facilitated on Monday morning. In the segment "Lost in translation" with psychologist Elena Dimitrova - Angelova, the focus was on the distorted idea of beauty and the influence of social networks. We heard what beauty is through the prism of the Internet space in "Metarubrika" with Nikolay Angelov. We heard the position and social responsibility which Dove stands behind in a conversation with Katerina Mihailova - Brand Manager of the brand. The week ended with a conversation about natural beauty and uniqueness and how we can highlight it in the "Art and Beauty" segment with Mariyana Miteva.

The on-air campaign also included promo announcements, sponsorship tags, live announcements, news on the N-JOY website and posts on the radio's Facebook page, which complemented the interviews from the "Inspector N-JOY Show".

You can listen to the campaign audio here: