In 2019, plus size models on the runway hit a historic high. By 2026, it dropped to under 1%. It was a movement that took two decades to build and it collapsed in eighteen months because the trend cycle moved on.

Endangered Bodies is a Dove campaign that shows body types like extinct species and pixelated out of existence because of the digital era. It was built like museum exhibition that is shown across OOH, video, social, experiential, print, and digital, the campaign forces a single hard question into a public discourse.

When did our bodies become a trend cycle?

The campaign comes from Dove's twenty year Real Beauty platform for the GLP-1 and extremely thin era not by celebrating diversity but by mourning what we are losing because of social media and 21st beauty standards. It is built to provoke and to outlast a trends cycle.