Ogilvy, Wavemaker and World Afro Day have partnered up for a new awareness campaign titled #ChangeTheFactsNotTheFro 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.
The campaign has been brought to life by an international team working across London and Singapore, directed by a core team from Ogilvy’s diversity network Ogilvy Roots.
CREDITS:
Client: Michelle De Leon (Founder of World Afro Day)
Agency: Ogilvy UK and Ogilvy Singapore
Chief Creative officer & Executive Creative Director: Andre Laurentino, Ogilvy UK.
Co-Chief Creative Officer : Nicolas Courant, Ogilvy Singapore.
Executive Creative Director: Francis Wee, Ogilvy Singapore.
Ogilvy Roots Co-founder, Creative & Casting: Amie Snow, Ogilvy UK.
Ogilvy Roots Co-founder, Creative & Casting: Yolanta Boti, Ogilvy UK.
Creative: Natasha Beecher, Ogilvy UK.
Creative, Casting, Art Direction & Copy: Lucie Davis, Ogilvy UK.
Creative, Casting, Art Direction & Copy: Fei Waller, Ogilvy UK.
Creative: Shawnn Lai, Ogilvy Singapore.
Creative: Paul Kemp, Ogilvy Singapore.
Creative: Uma Rudd Tan, Ogilvy Singapore
Creative: Pedro Pedreira, Ogilvy Singapore.
Creative: Jeng Yi Sow, Ogilvy Singapore.
Creative: Leonard Koh, Ogilvy Singapore.
Head of Design: Clayton Gray
Senior Designer: Sean Ayeltigah
Designer: Christine Kawasaki-Chan
Production director: Jodie Sibson
Digital Producer: Sophie Lark
Production Company: Rankin Photography & Graft Productions
Photographer: Derrick Kakembo
Producer: Beth Montague
Producer: Joshua Parsons
Stylist: P C Williams
Hair Stylist: Charlotte Mensah
Client Director: Pumie Msengana
Account Director: Ines Tahi Ezan
Account executive & Ogilvy Roots Co-founder: Jordie Wildin
Strategy Director: Shadi-Sade Sarreshtehdarzadeh
Strategist: Joss Major