In 2024, we celebrated the fifth anniversary of the inaugural signing (July 3, 2019) of the CROWN Act (“Creating a Respectful and Open World for Natural Hair”). The CROWN Act prohibits race-based hair discrimination based on hair texture and protective hairstyles, including braids, locs, twists, and knots, in the workplace and K-12 public and charter schools.
While progress has been made with 28 states that have passed CROWN legislation (or Executive Orders), race-based hair discrimination remains a systemic problem in the workplace – from hiring practices to daily workplace interactions – disproportionately impacting Black women’s employment opportunities and professional advancement
In addition, fewer than 1/3 of Black Women are aware of The CROWN Act, less than half know that Dove has championed it, and many still fear that wearing their natural hair will cost them employment opportunities.
Our key campaign objectives:
1) To drive awareness of the CROWN movement via social-first conversations and earned social media support celebrating Black hair.
2) To educate consumers on the issue of race-based hair discrimination while increasing awareness of Dove's role in the movement.
3) To continue to amplify the call to action to sign the CROWN petition to end race-based hair discrimination.
With the goals of awareness, education and the need for a cultural shift, our Agency and Dove worked together to create the "CROWN LOVE" campaign during CROWN summer.
Summer of CROWN is a celebration of self-discovery, empowerment, and the beauty found in authenticity from CROWN to toe. From the twists and turns of experimentation to the moments of pure revelation, each strand tells a story of resilience and self-love.
Beginning in June leading up to July 3 when we celebrate National CROWN Day, through the end of summer, we set out to rewrite the narrative, one curl, coil, and kink at a time, building a vibrant community rooted in love and acceptance.
We worked within four "CROWN LOVE" campaign pillars: social, content collaborations, grassroots, and coalition/legislation.
Building Momentum - First, we hosted the star-studded annual CROWN Awards at a Black-owned establishment in Los Angeles with influential CROWN honorees including Emmy Award-winning actress Uzo Aduba, LA County Supervisor and CROWN champion, Holly J. Mitchell, and Community Organizer LaTosha Brown.
Celebration and Culmination - Next, on the fifth National CROWN Day (July 3), we created a social storm with content from trusted messengers including Tabitha Brown and Gracie's Corner. CROWN Coalition members representing the largest Black organizations, newscasters across the country were talking about CROWN, including CBS Morning’s Nate Burleson, and big stars such as Renee Elise Goldsberry, Keke Palmer and Lupita Nyong'o all proudly showcased their #CROWNLOVE and support for the movement.
Continued Conversations - Finally, we partnered with the popular children's series, "Gracie's Corner," on a CROWN video, and with the Tony Award-winning production JaJa's African Hair Braiding on a CROWN Movement panel with Delegate Stephanie Smith, playwright Jocelyn Bioh and award-winning wig designer Nikiya Mathis, and filled the Jack & Jill National Convention’s Beauty Lounge with #CROWNLOVE.
Through these efforts, the CROWN LOVE campaign strengthened its presence across multiple platforms, empowered its advocates, and cultivated a lasting cultural impact.
Our core KPIs were social engagement, earned social media, content views, and Dove attribution.
CROWN Act’s socials garnered 99M impressions (+200% from target), 2.2M engagements (+500% from target), with an 88.6M reach (+100% from target). Although not a core KPI, the PR impact was just as effective. With a total of 1,613 articles highlighting CROWN and Dove with 11.8B reached.
We drove positive associations and attribution for Dove across social and PR.
In addition, during the campaign season, two states signed the CROWN Act or Executive Orders inspired by the law.
