Edelman Thailand has brought home two Lions for Dove’s #LetHerGrow campaign from the 2023 Cannes Lions International Festival of Creativity. The campaign, which called for an end to forced haircuts in Thai schools, was awarded two Bronze Lions in the ‘Glass: Lion for Change’ and ‘Health & Wellness’ categories.
In alignment with its mission to ensure beauty is the source of confidence, not anxiety, Dove partnered with Edelman to launch #LetHerGrow in May 2022, which resulted in over 2,700 pledges to support students on LetHerGrow.com. The integrated, guerilla-style campaign was designed as a rallying call inviting everyone to stand together in ending these confidence-cutting forced haircuts for good.
Patt Nitikarn, SVP and Head of Strategy, Edelman Thailand, said, “Dove’s mission is to stand against toxic practices that hinder self-confidence. The #LetHerGrow campaign is a call for solidarity around a toxic practice in Thai schools that cuts students’ confidence. In eradicating forced haircuts in Thai schools, we partnered with Dove to create a positive environment where younger generations can grow into the greatest version of themselves.”
Wichaporn Kanapongsa, Haircare Thailand Lead, Unilever, said, “We’re humbled to see this recognition for Dove’s commitment to putting such an important issue for Thais on the agenda. At Dove, we believe in positive beauty and healthy lifestyles, and hope to continue driving change within Thai society, promoting self-esteem amongst girls and young women.”
The campaign was developed and executed in collaboration with Select Start, Mindshare and Underdoc Film.
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