Dove: Hair Stories

In Vietnam, it is believed that experimenting with hair is not something “good girls” do. So, some young women go ahead and do it anyways, but then they are judged by people around them and some young women don’t have the courage to do what they want and just try to fit in, unhappily. Dove tells an emotional story of three 3 young women, who feel this way, every day. The brand's agency, Ki Saigon, identified conversations on social media where girls were being vocal and sharing their stories on how they are judged based on their style, be it clothes or hair color. The content is being aired on social media and online channels. This campaign will be taken on-ground and on billboard to encourage more mothers and daughters to come together.