Dove Canada: a support campaign for Lisa LaFlamme

Just over a week after Bell Media announced her surprise layoff — and rumors her gray hair was in question — CTV star host Lisa LaFlamme has another ally. Dove Canada just launched a new campaign with the awesome hashtag #keepthegrey.

• Also read: Celine Galipeau ‘shocked’ at Lisa LaFlamme’s sacking

• Also read: Departure of Lisa LaFlamme: Bell Media initiates investigation

• Also read: Lisa LaFlamme: Her gray hair raised questions from a CTV exec

Dove Canada got the ball. In a video posted to Twitter, the company invites people to use the hashtag #keepthegrey and, most importantly, change their profile picture with a gray filter.

“Grey-haired women are thrown from their jobs,” the video says. So Dove turns grey. Together we can support women to age beautifully on their own terms.”

  • Listen to Marc-André Leclerc’s interview with Claude Lévesque, son of René Lévesque, on QUB radio:

The company also announced a $100,000 donation to Catalyst, a Canadian organization that helps create inclusive workplaces for all women.

Dove Canada’s video was viewed 669,200 times and liked by nearly 10,000 people. Among the personalities who responded positively to the post was Justin Trudeau’s former secretary, Gerald Butts, who tweeted, “Good thing for Dove Canada and Catalyst.”

Several citizens have also posted selfies proudly showing off their gray hair.

While the majority of the comments appear positive, some netizens were surprised when they saw the photo of a young woman with brown hair in the promotional video with a neutral density filter applied. “Why not choose a middle-aged woman with her real gray hair?” some wondered.

Others have pointed out that to truly show his support for Lisa LaFlamme, Dove would need to pull his ads from all Bell Media-owned channels.

A look back at the LaFlamme saga

Celebrity anchor Lisa LaFlamme, a 35-year veteran of CTV News and Bell Media, was suddenly fired two years before her contract expired.

She announced the news to her followers by posting a video on Twitter on Aug. 15. The video has been viewed 4.5 million times and sparked thousands of messages of support and outrage. Allegations of ageism, sexism, and double standards (while the issue of LaFlamme’s gray hair was reportedly raised by CTV News boss Michael Melling) were leveled.

Amid protests from viewers in English Canada, Bell Media announced it would be conducting an “independent assessment” of the climate surrounding Lisa LaFlamme’s sacking.

Unilever Canada, which represents Dove, and Bell Media, owner of CTV News, have not yet responded to our interview requests.

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