In the world where social media is everywhere, there is a concern about its impact on society's mental health. Social media is being used as inspiration, example setting, and a learning tool, as well as a place for businesses to grow. One of the booming social media platforms is TikTok—it becomes more influential and more technological. As there is more interest in sharing personal stories, pictures, and videos, there has been growth also between the filters that can be used to alter the look. Historically, women’s health has been impacted by the beauty standards set by the public, media, and fashion industry; however, with the growth of social media, influencers, opinion leaders, and filters are taking over the lead. This has raised even more concerns about the young children and theirntal well-being. As Dove has been socially active towards the cause of real beauty in media, growing self-esteem, and educating young people about real individual beauty, in 2024 they created a campaign #TurnYourBack to bold glamour filter. The Bold Glamour filter is TikTok’s artificial intelligence filter that alters your look unrecognizably. Thus, Dove partnered with influencers all over the world and spread the message of positive body image, concerns about the filter, and terrifying statistics about social media influence on young girls. To find out, “How do Dove-partnered influencers present the #TurnYourBack project in their posts?” And “What are the key trends, messages, and narratives that come through in the comments from users on these influencer posts as a framing mechanism?” Framing analysis was done on 36 TikTok posts. The research found that these posts are created with emotional storytelling that matches the brand's broader message. Their posts act as visual and narrative frames, using symbolic gestures and personal reflection to resonate with viewers. In the comments, users reinforce, question, or reframe the campaign in various ways—ranging from strong support and shared vulnerability to critique, distrust, or alternative interpretations.