The Challenge

In 2019 when we learned that Black women faced workplace discrimination based on their hair, Dove created the CROWN Coalition—supporting the CROWN Act to make hair discrimination illegal across the United States; however, by 2022, signatures had stagnated, and awareness was needed to increase the association between Dove and the CROWN Act within the Black community.

The Solution

We launched a campaign early 2023 with a partnership between Dove and LinkedIn, using our owned hashtag #BlackHairIsProfessional to share powerful visuals in a unique multi-channel approach. Each piece of content included the call to action to visit Dove.com/LinkedIn to sign the CROWN Act petition and learn more about unconscious bias.

The Result

#BlackHairIsProfessional quickly became Dove’s most successful campaign to date, pushing Dove over its goal of 500,000 petition signatures, gaining more than 7M views within just the first two weeks and generating 1B+ earned impressions in the U.S. To date, 27 states and Washington, D.C. have passed the CROWN Act.