Project Embrace’s #Afrovisibility campaign is an outdoor campaign featuring powerful images of black women wearing their afro hair in natural, unapologetic styles.
Afro hair is rarely seen in any advertising, let alone on giant city-centre billboards.
Lekia Lée launched Project Embrace when she realised the only black women her daughter Siirah would complement had straight hair.
On the rare occasions a black woman is featured in an ad, she usually has her afro hair covered by wigs and weaves that disguise its true texture.
Lekia challenges and exposes the negative issues around afro hair by celebrating black girls’ beauty and stopping them from growing up being completely underrepresented, an issue that can hugely affect people’s self-esteem.
This campaign was designed to redefine perceptions of black hair by presenting diverse images of beauty that will inspire black girls and women to feel confident about their natural looks.
The campaign featured a diverse group of real women; a teacher, a finance manager, a writer, a receptionist, a student and an HR partner who all happily celebrated their afros, declaring: “Proud to be me”.
Project Embrace Founder, Lekia Lee said:
“Representation is very important but unfortunately it has been dangerously one-sided. At Project Embrace we want to create a much more needed and beneficial balance, so that black women and girls can feel empowered because when you feel empowered, you can achieve anything. This is how we want black women and girls – and anyone else with curly hair – to feel after seeing our billboards. We want to inspire them to feel confident in the skin they are in and the hair that they wear.”