Pax Jones a Texas photographer is fed up with the ways in which colourism is still so key in lives.
> The goal of the campaign is to combat colourism and the uner-representation of people of colour in the media
- A global social media campaign that celebrates dark skin
- Saying certain skin tones are more beautiful is a damaging practise to society.
- 'Unfair and Lovely' is a phrase cleverly taken from the bleaching product Fair and Lovely.
- celebrating dark skin colour
- celebrating dark skin colour
- Fair and lovely was introduced in 1975, there is Fair and Handsome for Men
- The Fair and Lovely company earn £400 million each year in India - more than cola and tea'
- emphasizing the importance of fair skin in matchmaking
- 'Dark skin is not a misfortune'
- Manufacturers advertise their wares by preying on basic human insecurities.
- people believe that being fair will win 'better' jobs and spouses.
- 'Most of use are advised not to go out in the sun because we'll get darker."
> This campaign has really inspired ideas that I could tackle for this project, the idea of playing with the wording to create such a powerful message to the world is so impactful. I want to be able to create something that is impactful in this way as well. However is the uplifting approach too over done? Maybe I could create an outcome that is fresh and eye catching to create a stir.
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