Politics

Dove Ad Reminds All That Discrimination Against Black Hair Starts 'As Early As Five'

With the campaign, the brand is helping to raise awareness of The CROWN Act

dove-End-Race-Based-Hair-Discrimination — The campaign video is "based on too many true stories."Ogilvy, Swift, JOY Collective, Dove

By Sara Century

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According to the Dove 2021 CROWN Research Study for Girls, 53% of Black mothers in the U.S. who have daughters who have experienced hair discrimination endured it as early as five years old. The same study suggests that approximately 86% of Black teens who have experienced it did so by the age of twelve.

In order to further raise awareness around these statistics, Dove has launched its “As Early As Five” campaign. Created in partnership with WPP agencies Ogilvy and Swift, with input from the JOY Collective, this initiative is part of the brand advocating for the passing of The CROWN Act, which would make race-based hair discrimination illegal across the U.S.

“As

Sara Century

Sara Century is a freelance writer for Adweek.

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