In the UK alone, 61% of girls aged 10-17 suffer with low self-esteem. Often, parents have no idea what their child is going through. So, to help them understand, we leveraged a piece of technology that they interact with every day. We created an Alexa skill that brings to life how someone with low self-esteem feels, talks, and behaves. An OOH, digital and radio campaign prompted people to interact with Alexa. The dialogue takes different twists and turns based on their responses, and ultimately leads them to resources that can help.

Creative Team: Katie Pendergram & Keeley Ashdown (Ogilvy London)