When top Canadian news anchor Lisa LaFlamme was fired, it took less than 48 hours to launch our #KeepTheGrey social campaign to battle the discrimination women face for showing their grey hair.
As a key part of the campaign, we had Dove turn its iconic gold logo grey and recruited influencers and brands to join them in taking a stand and turn their profile pictures grey too. Dove also donated $100,000 to Catalyst, a Canadian non-profit working to advance women in the workplace, and worked with the Ontario Human Rights Commission to protect grey-haired women from ageism and sexism.
The campaign was most successful social media campaign in Dove Canada's history. It became one of the top trending topics on Twitter, and garnered 674+ earned stories globally plus 1+ billion earned impressions. As a result of the campaign, Dove became the first-ever beauty and CPG brand to be offered a seat on the Ontario Human Rights Commission board.
Agency: Edelman
Chief Creative Officer: Anthony Chelvanathan
Chief Strategy Officer: Laura Kim
VP, Creative Director(s): Mary Soroka, Shauna Roe
Client Lead: Danielle Bozinoff
EVP, Brand: Jennifer Meehan
Head of Influencer: Sara Rezaee
Influencer Specialist(s): Madison Boratto, Gabriel-Lee Steed
Earned Media Specialist: Caelan McMichael
Data Intelligence Lead: Nicholas Boles
Data Intelligence Specialist: Polina Sandomirsky
Crisis & Risk Lead: Greg Vanier
Crisis & Risk Specialist: Sofiya Yusypovych
