In line with its long-running Self-Esteem Project, Unilever Canada’s Dove brand has kicked off its latest campaign to show the harmful effects beauty ideals can have on youth. And it is supporting that with a billboard in Toronto that shows those effects can start younger than some might imagine.

Dove constructed a billboard made of 50,000 syringes, representing the number of Canadian girls aged 14 to 17 who have undergone injectable cosmetic beauty treatments in the last year.

The Dove Self-Esteem Project is meant to improve youth self-esteem and body image. A big part of the project is campaigns that are targeted at parents, encouraging them to speak to their kids about realistic beauty standards. With this billboard, the brand is attempting to show that – with so many teens already seeking out cosmetic procedures – those conversations need to happen sooner rather than later.

The billboard, erected at Square One shopping centre on Tuesday, comes ahead of an online campaign launch bringing the message to a wider audience. Media placement is being handled by PHD.

The campaign is based on Vividata research that has found that an increasing number of teen girls aged 14 to 17 have turned to invasive procedures like cosmetic injectables to alter their appearance to meet the unrealistic beauty standards they see in their feeds and the world around them. In addition to the 50,000 Canadian teens that have had injectables, 74% of Canadian girls want to change at least one thing about their appearance. Over a third report being unhappy with their appearance and more than one in five would consider cosmetic injectables.