Dove 'the crown act' campaign
In 2019, Dove and the CROWN Coalition introduced The CROWN Act in California in January 2019 and the legislation was signed into law on July 3rd, 2019. This law was created to end race-based hair discrimination in schools and the workplace. Since its inception, The CROWN Act has gained a lot of traction but there were still 49 other states that needed to pass the law. We were tasked with creating a moment for Dove to elevate the stories of real women impacted by hair discrimination, in turn encouraging people to sign the petition in their states.
To celebrate the anniversary of the passing of The CROWN Act in California, in 2020 we created National CROWN Day, a national movement that drives Black women to not only rock their curls but also galvanize action to end hair discrimination. To encourage young girls to tell their stories, we partnered with Shonda Rhimes to create a social CTA that galvanized parents and young voters. Our CTA #PassTheCROWN created a giant swell of support across all social channels, driving petition signatures and awareness.