Dove’s #LetHerGrow campaign helps end forced haircuts for students in Thailand

Edelman effort was centered on a QR-code icon styled as the unmistakable bob haircut

Published On
Jun 07, 2023
A Thai girl with a bob haircut in class

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Dove’s #LetHerGrow campaign, created in partnership with agency Edelman, launched last May to raise awareness about Thailand’s decades-long practice of mandated haircuts for female students.

At the center of the campaign was a distinct QR-code icon, styled as the unmistakable bob haircut, which became a way to connect people from offline and online worlds to pledge their support. 


Dove hoped to extend the movement's reach through wild postings and a front page takeover of Thailand’s two leading daily newspapers. And it worked—the brand film alone saw some 26 million views across social platforms.

This January, Thailand’s Ministry of Education made an announcement ending forced haircuts for good.

“This is an incredibly important and influential piece of work,” said Judy John, global chief creative officer at Edelman. “We are so proud to partner with Dove’s ambition to enable women and girls to grow into the best versions of themselves.”

Dove #LetHerGrow print ads


Jun 07, 2023
Client :
Client :
Agency :
Hair Care Thailand Lead :
Wichaporn Kanapongsa
Dove Thailand Lead :
Panipak Siriratanachaikul
Campaign Lead :
Wishayaporn Suksawat
Chief Creative Officer :
Tim Green
Global Creative Director :
Andrew Simon
Creative Director :
Shauna Roe
Creative Director :
Mary Soroka
Nutchanun Chiaphanumas
Head of Strategy :
Patt Nitikarn
Chief Strategy Officer :
Melle Hock
Global CCO :
Judy John
Regional Client Lead :
Chad Ballantyne
Client Services :
Pannavach Pichaibavornphat
Client Services :
Waychiya Khanchua
Director :
Laura Spence
Director Client Leadership :
Ployrudee Pholpoke
Media Planning Supervisor :
Kiattisak Sawangnop
Account Director :
Saraporn Eawpiromkul
Film Director :
Nottapon Boonprakob
Consultant Partner :
Select Start

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