CUR!OUS [Campaign]
Shortlisted at the Creative Conscience Awards [2022]
University Project, 2022
Curious is a campaign raising awareness about the issue of racial microaggressions against type 4 afro-textured hair. Since the often excuse for this behaviour is ‘curiosity’, I wanted to encourage people to use their excuse for better – to learn.
Since I didn’t want the campaign to feel too aggressive, I resorted to pushing my messages through a gentle approach. Instead of executing a darker tone, I chose to engage the audience using a vivid colour scheme that would inspire and welcome learning about the ‘what’s’ and ‘why’s’... and how they can make a positive change.
The aim is to emphasise that Black people shouldn’t be declined agency, overly questioned about their hair, and that their hair should never be undermined. I focused on showing the common, un-settling experiences that affect Black people every day and emphasised their reactions by expressing the distress and anxiety that is often caused by these awkward situations. You may notice that the hair consists of words, phrases, and the opinions of others since Black hair is usually questioned rather than celebrated.
