Ogilvy collaborates with World Afro Day for new awareness campaign

  • Fei Yen Waller

Ogilvy, Wavemaker and World Afro Day have partnered up for a new awareness campaign titled Change the Facts, Not the Fro for World Afro Day 2018. The annual event founded by Michelle De Leona aims to help change the narrative around natural Afro hair. Back on 5th September 2016, a US federal court ruled it legal to ban dreadlocks in the workplace, it’s a ban not faced by any other hair and in turn creates a perpetuated bias against Afro hair. Afro hair is rarely celebrated, whereas straight hair is considered synonymous with success and beauty as seen throughout all elements of mainstream culture from fairytales to consumer products. As a result, World Afro Day has become a global day of change, education and celebration of Afro hair, culture and identity.