In Thailand’s haircare market, Dove wanted to reverse its declining commercial performance and make its brand more salient and meaningful by re-connecting it to a cultural flashpoint. It identified restrictive attitudes towards girls’ hairstyles in Thai schools as an issue to campaign on that would also revive its brand's relevance. The #LetHerGrow campaign included research, advertising, and engagement with educators. Evidence the strategy worked includes positive campaign response and behavioural data and a government decision to end ‘forced haircuts’ for girls in schools. This case explains how communications contributed to an 11% rise in Dove’s sales and market share growth.