Despite laws established years ago, many Thai students are still subjected to forced public haircuts in schools as a means of discipline. With its mission to make beauty a source of confidence, not anxiety, Dove wanted to end this traumatizing practice and ensure a future where every student could grow into the best version of themselves. So we launched the #LetHerGrow movement, starting with The Growth Fund, a financial commitment by Dove to create change and build confidence in the next generation. We sought expert insights from adolescent medicine specialists and teamed up with the country's Girl Guides Association to support students nationwide. The campaign produced a short film, full-page ads, high-impact out-of-home messaging, and a high-profile panel featuring our experts and influencers.
Our efforts set off nationwide social activity as people all over Thailand came forward to share their own experiences with forced haircuts while showing bold support for the cause. We also received a massive wave of in-depth tier-1 media coverage, most notably landing on the front page of Thai Rath, the most-read local newspaper in Thailand.