#BlackHairIsProfessional
Dove has always challenged narrow beauty standards. It’s why the brand co-founded the Crown Coalition in 2019 to advocate for legal protection of Black hair textures. But hair discrimination remains a systemic problem in the workplace. Black women with natural hairstyles are 2.5x more likely to be seen as ‘unprofessional’ by hiring managers and recruiters.
In 2022, signatures for the CROWN Act had stagnated. The Black community was not associating CROWN with Dove. We developed the #BlackHairIsProfessional” campaign and took to the place where careers are launched with a partnership between Dove and LinkedIn that quickly became Dove’s most successful to date.
Real women. Real stories. Real change.
CASE FILM
TVC + OLV
Dove's #BlackHairIsProfessional campaign used powerful visuals and a BET Awards TV spot (featuring authentic Black women sourced from LinkedIn) to drive conversation. Complementing this, free bias trainings on LinkedIn inspired companies to engage with the CROWN Act.
+500,000 petition signatures
7+ million views in the first two weeks
150 earned media placements
1B+ earned impressions
completed LinkedIn bias trainings
AWARDS
2024
PR Week US Awards : Best In Influencer Impact
Global SABRE Award
11 ADDYS- 3 Best Of, 1 Special Judges, 5 Gold, 2 Silver
2022
Cannes Lions- Shortlisted
Shorty Impact Award