When Canada’s top newscaster was suddenly fired, it was said her grey hair played a role.

An important societal double standard was suddenly brought to light.

ISSUE 

Canada’s top national news anchor, Lisa LaFlamme, was abruptly let go without cause after 35 years on air. It was revealed shortly thereafter that her termination may have been due to her going grey during the pandemic. There was an immediate uproar from Canadians denouncing the discriminatory decision.  

For decades, Dove has been committed to fighting stereotypical standards of beauty. Dove felt a responsibility to stand up in the moment against the discrimination women face for choosing to wear their hair grey. 

INSIGHT  

There’s a double standard for men and women when it comes to grey hair in the workplace. Where men may benefit from grey hair, signaling experience and wisdom, women may be labeled as letting themselves go, unprofessional, and over the hill. This is an intersectional issue between ageism and sexism that is not adequately protected under the law and in real experiences. The reality is that many women face professional discrimination for choosing to age naturally by going grey. 

IDEA 

Dove saw Lisa LaFlamme’s firing as a spark that could start a fire. Within 48 hours of this outrageous example of grey hair discrimination, Dove launched #KeepTheGrey— a spontaneous social campaign to stop discrimination against women for wearing their hair grey.  

EXECUTION 

What started as one woman’s story turned into progress for all women.  

Dove launched #KeepTheGrey by turning their iconic gold logo to grey and unified the national conversation about the hypocrisy that grey-haired women face every day.  

With paid, owned, and earned media, Dove recruited both people and brands to join #KeepTheGrey—to take a stand, share their stories, and turn their profile pictures grey in support of the cause.    

Overnight, some of Canada’s biggest influencers joined and shared the movement on Twitter, Instagram, Facebook, and LinkedIn. Leading brands outside the category turned their own socials grey to join the rally. 

Finally, Dove brought the movement to the real world, to ensure lasting change could be made. To fuel immediate change, the brand donated $100,000 to Catalyst, a Canadian non-profit working to advance women in the workplace.  

And to create lasting impact, Dove worked with the Ontario Human Rights Commission to protect grey-haired women from ageism and sexism for good. The brand made history by being invited to sit on the Human Rights advisory board, where Dove will continue to advocate for women’s equity and rights for years to come.