Five.
That’s the age girls learn what’s real and make-believe, start telling stories using full sentences, and do a somersault for the first time. Five is also the age that far too many Black girls experience hair discrimination for the first time. Because when Black girls leave their homes to start school, they leave a safe space. Outside their families and communities, they’re subjected to the biases and stereotypes held by others—to racist discrimination against the hair they were born with.
Dove research revealed that 53% of Black mothers, whose daughters have experienced hair discrimination, say their daughters experienced the discrimination as early as 5 years old, and approximately 86% of Black teens who experience discrimination have endured it by the age of 12.
This work is all about shedding light on this staggering and heart-wrenching insight to compel people to take action on behalf of The CROWN Act—a law co-founded by Dove to make natural hair discrimination illegal in schools and workplaces across the United States.
To jolt people into taking action, we collaborated closely with filmmaker Aisha Ford to create a visceral film that told Phoenix’s story—a story inspired by real stories of hair discrimination lived by Black girls and women from childhood through adulthood. Equally as important as drawing attention to the pervasiveness and impact of hair discrimination was the story of empowerment and love that Phoenix’s father instilled in her for her hair. Phoenix is not a victim but a representation of the countless Black women and girls who have been fighting for their hair and their rights.
Directed by Aisha Ford
My role: Global Creative Director
Nominations so far:
CANNES LIONS
BRONZE LION in FILM / Single-market Campaign
BRONZE LION in PR / Corporate Purpose & Social Responsibility
SHORTLIST in GLASS / Glass: The Lion for Change
SHORTLIST in SOCIAL INFLUENCER / Corporate Purpose & Social Responsibility
SHORTLIST in SUSTAINABLE DEVELOPMENT GOALS / Reduced Inequalities
SHORTLIST in DIRECT / Consumer Goods
SHORTLIST in DIRECT / Cultural Insight
D&AD
WOOD PENCIL in CASTING / Film
WOOD PENCIL in CASTING / Performance
SHORTLIST in FILM / TV/VOD Commercials 31 - 120 Seconds
SHORTLIST in IMPACT / Advertising
THE ONE SHOW
MERIT in MOVING CRAFT / Writing
SHORTLIST in BRANDED ENTERTAINMENT / Short Form Video