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Dove + JOY: THE CROWN Act Movement

Finalist in Campaign by Diverse-Owned Businesses, Instagram Presence, Social Good Campaign

Bronze Honor in Call to Action


The CROWN Act was created by Dove and the CROWN Coalition, in partnership with then State Senator Holly J. Mitchell of California, to ensure protection against race-based hair discrimination by extending statutory protection to hair texture and protective styles such as braids, locs, twists, and knots in the workplace and public schools. 

The CROWN Act, which stands for “Creating a Respectful and Open World for Natural Hair,” is a law that prohibits race-based hair discrimination, which is the denial of employment and educational opportunities because of hair texture or protective hairstyles including braids, locs, twists or bantu knots  

In 2021, the Dove CROWN Research Study for Girls revealed that although 90% of Black girls believe their hair is beautiful, the microaggressions and discrimination she endures has an impact on how she sees herself. In addition, 53% of Black mothers whose daughters have experienced hair discrimination, say their daughters experienced hair discrimination as early as 5 years old. 

Dove’s mission is to drive beauty inclusivity for all. They are champions against narrow beauty standards which make it difficult for Black women and girls to freely celebrate their own beauty. Society’s bias has resulted in unfair judgment and discrimination against Black women, men, and children based on hair texture and protective hairstyles, including braids, locs, and twists, that are inherent to their race. 

The goals is to #PassTheCROWN in all 50 states by passing legislation at the local, state and federal levels. 

Strategy and Execution

As a proud co-founder and champion of the CROWN Coalition, Dove is committed to progressing the CROWN Act until hair discrimination is abolished in all 50 states and at the federal level.    

Three strategic pillars informed our plan of action: 

1. Awareness:  Drive awareness of the issue of hair discrimination and Dove's role as the co-founder of the CROWN Coalition.  Shift Culture by mobilizing the community to join the movement to #PassTheCROWN. 

- Trusted Messengers (Tabitha Brown, Lizzo, Tashara Parker, Faith Fennidy)

- Created compelling social media content + engagement; built to 100K+ IG followers from zero.

- Grassroots mini-do's (70+ events throughout the country)

2. Education: Drive education to shift behavior in the workplace, schools and pools.  Educate all consumers on the issue of race-based hair discrimination, microagressions and bias. 

3. Legislation: Drive legislation and the pass the federal bill in the Senate; continue state by state legilation.

To date, we've executed on several major campaigns: 

1. Petition Signatures

Sign the petition and email your senator. This year-long campaign aimed to mobilize the community to speak up and join the movement by doing things they could do from the comfort of their home. We encouraged them to first sign the petition on and then asked them to email their senator to make them aware of this issue and the bill that had passed in the U.S. House of Representatives. 

2. As Early As Five

This campaign raised awareness of the shocking reality that race-based hair discrimination can start as early as five years old and educated consumers on the statistics that can lead to a lifetime of discrimination, microagressions, and bias. 

3. National CROWN Day.

This annual celebration is about celebrating the power and uniqueness of Black hair and by giving the community one day out of the year dedicated to their crowns.   

4. Commissioned 3 research studies: 

While progress has been made, 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.

To bring awareness to this issue, Dove and LinkedIn co-commissioned the 2023 CROWN Workplace Research Study, detailing the systemic social and economic impact of hair bias and discrimination against Black women in the workplace in 2023, further proving the urgent need for change.

Despite bipartisan support, the CROWN Act federal bill did not garner support from enough Republican Senators to pass.  On December 14, 2022, Senate Republicans failed to pass the CROWN Act, which passed in the U.S. House of Representatives on March 18, 2022.  These natural hair styles would be protected under Titles VI and Title VII of the Civil Rights Act of 1964, the Fair Housing Act, and other Federal civil rights laws.   


The CROWN Coalition is the official national creator of the CROWN Act movement; an alliance founded by Dove, National Urban League, Western Center on Law & Poverty and Color Of Change, along with 100+ CROWN Act supporting organizations.  The CROWN Act movement is led by a team of Black women: Esi Eggleston Bracey (CEO of Unilever North America Personal Care), JOY Collective Agency leaders Kelli Richardson Lawson and Orlena Nwokah Blanchard (CEO and President), and Adjoa B. Asamoah (ABA Consulting CEO and chief legislative strategist), working with a consortium of Black leaders within the community who are committed to advancing legislation to end natural hair discrimination once and for all.   


In 2022, our CROWN Day celebration kicked off with the 2022 BET Awards Weekend and then will countdown daily to the EssenceFest weekend in NOLA leading up to the big day on July 3rd. ... amplifying awareness, celebration, and mobilization throughout the year and beyond.

Social Media 

13.8M Organic impressions 

1.4M Organic engagements 

9.9M Organic video views 

116K Total followership 


Total Online + Print Audience: 5,875,404,017

Total National TV Audience: 12,778,378

*source: 2022 report, Critical Mention


341,000 website visits 

485,000+ petition signatures

The CROWN Act and laws inspired by the CROWN Act have been enacted in 20 states: California (2019), New York (2019), New Jersey (2019), Virginia (2020), Colorado (2020), Washington (2020), Maryland (2020), Connecticut (2021), Delaware (2021), New Mexico* (2021), Nebraska* (2021), Nevada (2021), Oregon* (2021), Illinois* (2021), Maine (2022), Tennessee* (2022), Louisiana* (2022), Alaska (2022), Massachusetts (2022) and Minnesota (2023).  *Legislation inspired by the CROWN ACT    

This legislation has brought protections against hair discrimination to over 20M+ Black lives. 


Video for Dove + JOY: THE CROWN Act Movement

Entrant Company / Organization Name

JOY Media Collective LLC, Dove, Unilever


Entry Credits