desescóndete: a campaign that empowers an acne-positive movement among teenagers in social media

after 2 years of the pandemic, many teenagers are afraid to take off their face mask. why? insecurity, imperfections, and above all... pimples. in the long run, this can affect their neurodevelopment. based on this insight we created the campaign #desescóndete (“don’t hide”) for galenicumderma. as a dermatological laboratory they offer effective solutions for acne-prone skin for teenagers with their products acnium and probiac. through this campaign, though, they also convey a strong positive message about self-love: we want to empower teenagers to show their skin as it is, without hiding pimples or smiles anymore. we do so by showing a cast of real-life teenagers without make-up on, in an authentic environment, just being themselves.

campaign video

alex krieger · creative & managing director at krieen

It's time to normalize acne among our teenagers and social media plays a key role. Beauty standards must evolve towards an #acnepositive model that builds a realistic and healthy view of the physique. You define what it means to be beautiful!

pharmacy posters

social media content

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