Dove co-founded and led the CROWN Coalition, inspiring the movement to Create a Respectful and Open World for Natural hair through The CROWN Act, legislation to end race-based hair discrimination.
Becoming the largest PSA push in the nonprofit’s history, which includes the classic Smokey Bear campaign, the Ad Council and COVID Collaborative led a massive communications effort to educate the public, with a specific focus on communities of color, about the importance of the COVID vaccines.
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Grounded in social justice, the CROWN Act is important legislation that is changing lives by ending race-based hair discrimination.
The CROWN Act from Dove and JOY Collective was designed to address a problem Black people frequently encounter: hair discrimination. The partnership, called the Creating a Respectful and Open World for Natural Hair (CROWN) Coalition, was successful in gathering more than 200,000 petition signatures, far exceeding its goal of 10,000 sign-ups.
Dove embarked on an advocacy mission to create a more equitable experience for Black women and girls through the advancement of anti-hair-discrimination legislation. Known as the CROWN Act, its goal was to create a respectful and open world for natural hair.
Unilever and its agency JOY Collective were awarded the Platinum SABRE for the best public relations campaign of the year, beating out more than 5,000 other entries from around the world for the organizations top honor.
The SABRE Awards – which include competitions for the Americas, EMEA, Latin America and Asia-Pacific region – attract more than 5,500 entries from more than 60 countries, so that the winners of the Global awards are the elite of the elite, representing best practice in categories ranging from social media to social responsibility, from public affairs to employee communications.
After hearing reports of hair discrimination, including children sent home from school and job offers rescinded or denied because of natural hair, JOY co-founded the CROWN Coalition alongside Dove, the National Urban League, Color of Change, and the Western Center on Law and Poverty to advocate for policy making race-based hair discrimination illegal nationwide. JOY also launched a cultural intelligence and support series for its clients, offering customized cultural immersion sessions about the history of systemic racism and Black identity in America across industries.
Cynopsis’ Best of Best Awards honors excellence in national TV programming, campaigns and more. Dove and JOY Collective’s work on The CROWN Act took the honor one of the top marketing campaigns.
It’s not easy being an ad agency these days. Changing models, consultancies, procurement, performance-based marketing, in-housing, project work versus agency of record. And yet, Adweek’s Inaugural Fastest Growing Agencies list proves it’s still possible not only to rise to these challenges but to succeed wildly.