Dove Thailand, a branch of the global personal care brand, has initiated a campaign called #LetHerGrow to challenge the oppressive school system that enforces mandatory haircuts among students. The campaign aims to empower Thai girls by promoting self-confidence and autonomy, enabling them to achieve their potential.
Dove Thailand initiated the ' #LetHerGrow' campaign in response to the use of compulsory haircuts as a form of punishment in Thailand, recognizing the negative effects it has on the self-assurance of young girls. Given Dove's commitment to fostering confidence through beauty, the brand took a stand against this harmful practice in an effort to bring about change.
Although there have been some loosening of regulations regarding haircut punishments in recent times, Dove's investigation revealed that this practice is still prevalent. Recognizing the detrimental impact it has on individuals' confidence, with 8 out of 10 high school students and 7 out of 10 women reporting its negative effects, Dove deemed it necessary to put an end to this practice. .
To support Dove's campaign against forced haircuts in Thailand, Edelman - the agency behind the campaign, took the initial step of conducting research to gather diverse perspectives from parents, students, and teachers. This approach aimed to provide Dove with solid evidence to substantiate their cause. By utilizing both quantitative and qualitative insights, the research revealed that young girls experienced a lasting impact on their confidence, even after their hair had regrown. It was essential to establish the connection between diminished confidence and its potential adverse effects on a child's future growth, highlighting the contradiction of using such punishment in schools.
The strategic approach focused on raising awareness about the unintended consequences of forced haircuts and mobilizing parents, students, and schools to put an end to this practice.
The campaign was launched at the start of a new academic term, employing a bold guerrilla-style strategy that dominated the front pages of prominent newspapers in Thailand. Eye-catching out-of-home boards were also utilized to attract attention. Additionally, Edelman designed a QR code in the form of a bob hairstyle. This QR code directed people from offline platforms to an online landing page, where they had the opportunity to express their support through pledges.
To generate media coverage, the campaign shared initial research findings with the press. Furthermore, a brand video was released, accompanied by a national press event that featured psychologists to provide expert insights and perspectives.
The "#LetHerGrow" campaign received extensive media coverage, with over 200 articles and reports highlighting its message. The total audience reached through this coverage exceeded 195 million. The brand's promotional video garnered more than 26 million views across multiple platforms, further amplifying the campaign's reach. Additionally, the press event associated with the campaign attracted participation from over 50 media outlets, influencers, and stakeholders.
Influential figures in Thailand, including Mr. Niphon Kongweha, the assistant secretary general of the Basic Education Commission, openly expressed support for the movement. Mr. Kongweha acknowledged the significance of Dove's involvement in organizing this initiative, recognizing it as a valuable means of raising awareness within society.
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