World Afro Day: Change the Facts, Not the Fro, 1

Credits & Description:

Agency: Ogilvy UK
Media: Print
Category: Public interest
Client: World Afro Day
Founder of World Afro Day: Michelle De Leon
Agency: Ogilvy UK and Ogilvy Singapore
Executive Creative Director: Andre Laurentino, Ogilvy London
Co-Chief Creative Officer: Nicolas Courant, Ogilvy Singapore
Executive Creative Director: Francis Wee, Ogilvy Singapore
Creative Director: Natasher Beecher, Ogilvy Roots
Creative Director: Dani Matthews
Head of Design: Clayton Gray

Ogilvy UK Production:
Production Director: Jodie Sibson
Digital Producer: Sophie Lark
Casting: Amie Snow, Ogilvy Roots
Casting: Yolanta Boti, Ogilvy Roots

Client Director: Pumie Msengana, Ogilvy Roots
Account Executive: Jordie Wildin, Ogilvy Roots
Strategist: Joss Major
Production Company: Rankin Photography and Graft Productions
Photographer: Derrick Kakembo
Producer: Beth Montague
Producer: Joshua Parsons
Hair Stylist: Charlotte Mensah
Published: September 2018
Synopsis:
Hair bias is rarely discussed, but it remains a persistent global problem which affects millions. This year alone, families have had to take legal action both in the UK and overseas for the right to have their children attend school with their natural Afro hair. Whether it be the refusal to overturn an American state ban on dreadlocks or the damaging implications of schoolgirls being forced to straighten their hair in South Africa, discrimination based on hair has serious implications for many people’s job prospects, education and wellbeing.
Today, Ogilvy, Wavemaker and World Afro Day pioneer a new awareness campaign ‘Change the Facts, Not the Fro’. Focusing this year on tackling how society perceives women’s Afro hair and highlighting the importance of celebrating it in its natural glory, this campaign aims to challenge the status quo so this generation and the ones to come feel they have the choice to wear their hair in whatever way, shape or form. The rallying cry is featured on a series of images that use women’s Afro hair to illustrate startling statistics taken from The Good Hair study, and in doing so calls for change and for choice.
World Afro Day, which happens on September 15th, was founded in 2016 by Michelle de Leon to help change the narrative around natural Afro hair. Since then, World Afro Day has been endorsed by the Office of the United Nations High Commissioner for Human Rights, the London Mayor's Office and she has recently been invited to speak at the United Nations in Geneva. This year, on the same date, Michelle launches the inaugural World Afro Day Awards in celebration of Afro culture, hair and identity.
This year’s campaign was brought to life by an integrated team at Ogilvy, working across London and Singapore. The project was driven by a core team from Ogilvy’s diversity network Roots, coming together with Wavemaker’s Roots members, of whom many have experienced the very issues they are looking to raise awareness around. The Roots team seek to drive greater inclusivity, representation and opportunities within advertising, media and the wider creative industry. This World Afro Day, they want people to wear and share their hair with pride.
The striking imagery was taken by London-based photographer Derrick Kakembo, who has previously worked at Rankin, collaborating with global production company The Graft to bring to light World Afro Day, a global day of change, education and celebration of Afro hair, culture and identity.
The styles on the models came together courtesy of the award-winning hair stylist and industry expert Charlotte Mensah, who has featured in multiple press outlets and is well-known in London beauty circles for her work. The models featured include Ayesha Marr, Kimhia Toussaint, Olakemi Obi, Dee Ajayi and Yolanta Boti.
#WorldAfroDay #Changethefacts