Dove Tackles Ageism Against Older Women
After a long-time Canadian female TV anchor was fired, Dove, one of the world's largest beauty brands, launched a "Keep the Grey" social media campaign.
No female American television journalist has demonstrated the courage of Lisa LaFlamme, a veteran anchor at CTV News in Canada.
She let her hair go grey.
Shortly thereafter, LaFlamme, 58, who had worked for CTV News for 35 years, was replaced by a 40-year-old male.
But the beauty brand Dove has launched a social media campaign in Canada in the wake of LaFlamme’s firing.
“Women with grey hair are being edged out of the workplace,” reads the campaign video. “So Dove is going grey.”
Bell Media, parent company of CTV News, failed to renew LaFlamme’s contract even though her show was consistently in the top 30 in terms of most watched programs in Canada.
“On June 29, I was informed that Bell Media made a quote, ‘business decision,’ to end my contract bringing to a sudden close my long career with CTV News,” said LaFlamme in the video she released to disclose her departure. “I was blindsided. And I’m still shocked and saddened by Bell Media’s decision.”
She is being replaced as chief news anchor of CTV National News by Omar Sachedina.
Dove said it also is donating $100,000 to Catalyst, a Canadian nonprofit organization dedicated to helping build inclusive workplaces for all women.
The pruning of older women by American media outlets happens routinely and goes unchallenged.
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