These billboards aim to put Afro hair on the media agenda

Quiet Storm created ads pro bono for Project Embrace

Published On
May 29, 2018

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Project Embrace, a campaign to make Afro and textured hair more visible in the media, is running ads across city-center billboards in the U.K. this week celebrating real-life black women wearing their hair in natural styles.

The ads were created pro bono by agency Quiet Storm together with branding agency Vine Creatives, which focuses on African businesses. They feature a diverse group of women, cast through an open audition: a teacher, a finance manager, a writer, a receptionist, a student and an HR partner. All are shown celebrating their Afros and declare they are "Proud to be me."

Nottingham City Council and Clear Channel donated billboards in London, Birmingham, Manchester, Southampton, Newcastle and Glasgow.

Lekia Lée, founder of Project Embrace, created it when she realized the only black women her daughter Siirah would complement had straight hair. Lée wanted to challenge and expose the negative issues around Afro hair by celebrating black girls' beauty and stopping them from growing up feeling "unpretty," which can affect their overall self-esteem.


May 29, 2018
Brand :
Project Embrace
Agency :
Quiet Storm
Creative Director :
Trevor Robinson
Art Director :
Trevor Robinson
Copywriter :
Robyn Bowman
Project Manager :
Summer Rozenbrook
Account Director :
Claire Peacock
Designer :
Tanya Selim
Talent and Art Director :
Nene Parsotam
Photographer :
Jarek Duk
Retouching :
Janey Renn
Videographer :
Malik Olayiwola
MUAs :
Marie-Chantal Kouame
MUAs :
Olubunmi Ogedengbe
Stylist :
Basma Khalifa
Hair Stylist :
ViVi Jo
Sponsor :
Cantu Textured Hair Care
Media Partner :
Clear Channel
Media Partner :
Nottingham City Council

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