The One Show
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Category
Writing / Single
Annual ID
OS22_MI080M
About the Work
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.
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.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy UK / London
Swift / Portland
PR / Marketing Agency
Edelman / New York
Production Company
Sanctuary Content / Los Angeles
Media Distribution Company
Mindshare / New York
Art Director
Kimi Peterson
Copywriter
Dana Stalker
Creative Director
Juliana Paracencio
Regan Warner
Maureen Sherriff
Director
Aisha Ford
Director of Photography
Mia Cioffi Henry
Editor
Stacy Peterson
Executive Creative Director
Daniel Fisher
Executive Producer
Kristen Bedard-Johnson
Noah Thomason
Anandi Anandi
Producer
Erin Wile
Polly Roberts
Assistant Editor
Chris Wronka
Casting Director
Lizzie Knowles
Head of Production
Marcia Wigley
Managing Director
Darius Hines
Preston Lee
Project Manager
Vanessa Manley
Advocacy & Creative Consultation
JOY Collective / Washington DC
Chief Strategy Officer
Ben Kay
Colour Producer
Phoebe Torsilieri
Colourist
Dimitri Zola
Composer Collective
Overcoast
Executive Film Producer
Dana May
Flame
Loredana Gangemi
Dan Lorenzini
Global Account Manager
Natasha Wijeweera
Global Brand Director. Dove Masterbrand
Kathryn Fernandez
Edoardo Briola
Global Brand Manager, Dove Masterbrand
Erin Goldson
Global Business Director
Georgie Howard
Global Business Lead, WPP Unilever
Jo Bacon
Global Dove, Executive Vice President
Alessandro Manfredi
Global ECD, Unilever
Daniel Fisher
Global Managing Partner
Sam Pierce
Global Vice President - Dove Masterbrand
Leandro Barreto
Head of Integrated Production (Unilever)
James Brook-Partridge
Influencer Strategy
Collectively / San Francisco
Senior Art Producer
Chloe Jahanshahi
Senior Film Producer
Stephanie Warner
Sound Designer / Managing Director
Parv Thind
Sound Designer / Mixer
Chris Afzal
Sound Producer
Rebecca Boswell
Strategy Partner
Ila De Melloa Kamath
VFX Supervisor
Alex Lovejoy
WPP Team Unilever Leader, Dove
Nadja Bellan-Whte
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