Dove: #LetHerGrow

Dove, a personal care brand, launched the #LetHerGrow campaign to build awareness of confidence-cutting, forced haircuts in schools across Thailand.

Cultural Insight That Inspired the Work

In Thailand schools, the practice of punishing students with forced haircuts has persisted for decades. While enforcement of these restrictive hair rules has been relaxed in recent years, a Dove study uncovered this practice still exists today. 8 in 10 school students and 7 in 10 young women report that mandated haircuts have negatively impacted their confidence.

With social norms and school practices caught in the "old way," two polarizing opinions on the issue exist within Thai society. Some believe the rules maintain order and teach younger generations discipline, the other side believes the...

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