“Truly understands what its consumers are experiencing” – Ad Week
Insight
Almost half of Black and mixed-race women have experienced race-based hair discrimination at school.
Imagine you’re 5, it’s the first day of school and it’s picture day! You’re so excited.
While your mum does your hair you choose your favourite bow or beads to go with it. You’ve specifically requested this hairstyle, you’ve seen pictures of your mum look beautiful with it when she was your age.
Now you’re ready to take your picture. Big smile! But, before the camera man snaps your first school photo, the headmistress pulls you aside. They make you sit in the office. They call your mum. They fight. You tear up because you’re confused. Maybe it’s the bow? Maybe your smile was wrong? Did you say something bad?
Your mum tells you later that it’s because of your braids.
Idea
Giving Black and mixed-race women a chance to take a new picture, with their hair as they have chosen, reflecting their most authentic selves.
The school photo is an important moment: when you’re a black girl sometimes it doesn’t happen due to race-based hair discrimination.
We gave them an opportunity to right this wrong by giving these now grown women the chance to tell their story and take a picture to reclaim school picture day.
Along the film we launched My Hair, My Crown – a two-hour session toolkit for educators and parents to boost hair confidence in kids with coils, curls, waves and protective styles – and to build allyship in others to create a respectful and open world for natural hair.
Impact
Igniting ‘actionivism’ across the board
our UK based campaign reached markets globally, sparking debate around local black hair rules in their markets.
garnered press from global, national and local new outlets
3.3 billion total reach with 52% of coverage in golden basket media titles
91% key message inclusion with 78% including a Dove ambassador quote
30k+ organic views and counting
