Dove & Linkedin
“Crown conversations”

Black women’s hair is 2.5x more likely to be perceived as unprofessional. Race-based hair discrimination remains a systemic problem in the workplace, disproportionately impacting Black women’s deserved employment opportunities and professional advancement.

Partnering with Dove & LinkedIn, we hosted an unscripted conversation to put the spotlight on race-based hair discrimination on a mission to create more inclusive and equitable spaces for Black women in the workplace.

AMPLIFYING THE CONVERSATION

To amplify the conversation on LinkedIn, we used two functionalities of the user interface in new ways to bolster our message that Black hair is professional.

First, we used the fact that videos on LinkedIn play on mute automatically until interacted. We transformed this functionality into a powerful action for users to take: unmute this video because this conversation deserves to be heard.

Next, we redefined the poll feature by turning them from statements of opinion into statements of fact: Black hair is professional.