Dove: The Quest to End Hair Discrimination

Lauren Tuchalski

Beauty brand Dove ran a multi-channel campaign, targeting the Black community, in the United States to attract signatures for a petition against hair discrimination and align itself with anti-racist activism.

Campaign details

Brand: DoveBrand owner: UnileverAgencies: Mindshare, JOY CollectiveMarket: United StatesIndustries: Mobile & apps, Online display, Public relations, Radio & audio, Social media, TelevisionMedia channels: Hair careBudget: Up to 500k

Executive summary

On July 3, 2020, Dove celebrated the first anniversary of the CROWN Act, legislation that protects against race-based hair discrimination. CROWN Day was a one-day takeover of media and retailer channels to animate a signature drive with the goal of reaching 100,000 by the end of the year. It passed that mark in two days;...

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