Some time ago, Lekia Lee, founder of Project Embrace, realised that black women lack confidence and pride while talking about their hair in natural styles. She decided to run a campaign not only to make Afro and textured hair visible in media but also to show African women that they should be proud of their hair and wear it in natural style. This is how the campaign started. As VINE Creatives have been Project Embrace’s project partner since 2017, we have been absolutely happy to take part in such an inspiring event.
The ads were running across 72 city-centre billboards in the UK (mostly in London, Glasgow, Manchester, Edinburgh, Nottingham, Newcastle, Liverpool, Salfod) between Sunday May 27 and June 3. They featured a diverse group of six real women with a variety of natural hair textures. These women were chosen from almost 500 entries from the open casting in February. The group consisted of: a teacher, a writer, a receptionist, a student, a finance manager and an HR partner. All of them at some point in their lives were overwhelmed by being surrounded only by images of light skin and straight hair. Each poster celebrates the beauty of each of the 6 women.