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Assignment:
The bodywash brand, Dove, launched a campaign with three women of different ethnicities, they are with a range of skin tones standing in a row, the word "before" above the head of the woman with darker skin and "after" above the head of the woman with lighter skin. The message with good intentions was gone wrong on social media, which invited massive public opinions on social media in 2017. Please read the case study in detail at the appendix.
a) Based on the attempts of Dove responded to the crisis, evaluate the attempts by applying the Five Ws of public apology, what have done well and what would have done differently?
b) Given that Dove was not the first time created such racist crisis, a similar campaign was launched in 2011, please identify FOUR take-away (lesson learned) from the crisis for future improvement?
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