Londoner launches encouraging afro hair billboard campaign to change beauty perceptions.
Project Embrace’s vision is to make afro-textured hair more visible and seen as beautiful hair in the mainstream media.
The founder of Project Embrace, Lekia Lee told the BBC:
“The campaign basically was inspired by my daughter because I wanted her to grow up to know that she’s OK just as she is, from her hair down to her toes,”
“Nowadays you go out and you see a lot of prominent black women with straight weaves and wigs and I didn’t want her to think, ever, that there’s anything wrong with her hair.”
After, campaigning for over two years, Lekia persuaded a UK billboard company to have her ad on a billboard for two weeks, free of charge.
And it worked! The Project Embrace Billboard Campaign was displayed on West Cromwell Road in West Kensington, London. It gained recognition throughout the United Kingdom and across the world.
Project Embrace are calling on the UK government regulate the sale and use of chemical hair relaxers and extensions by placing an age restriction on their use, with a total ban for their use on children until the age of 16 for hair extensions and 18 for relaxers.”
CURLYTREATS stand behind Project Embrace and supports women, men and children who embrace their natural hair texture. We are more than enough.