If you know me, you’ll know just how much I love campaigns with strong brand messaging or a cause to them. I simply believe in moving in purpose, and with brands having such a great voice in society, I believe that they too should in some way contribute to positively shifting communities across the globe. From the messaging behind their TV Commercials, all the way to their digital campaigns.
One brand which has done just that is DOVE. Many of you may have seen the #ShowUs on Instagram, and traveled all the way to London with our favorite aunty Siyanda Dzenga ( @Siyabunny ) as she attends the #DoveEvent. I have also spotted Hlulisani Ravele of YOTV fame as well as Beauty Influencer Cynthia Gwebu out in the streets of London for the Dove event too. Furthermore, influencers Lesego (@Thickleeyonce ), Mmanaka Kelobonye are also on board this beautiful campaign.
67% of women say the pressure from media and advertising drives anxiety around appearance and beauty in general.
The movement that is #ShowUs is one which seeks to switch up and redefine what it means to be beautiful in the world of media and advertising. The aim is to showcase and embrace diversity across the board and begin to celebrate women for who they are. The strategic partnership between Dove and Getty Images on this campaign aims to address the lack of representation when it comes to image libraries, giving you and I the opportunity to submit our own images to the #ShowUs image bank which can be accessed by the media and advertising industry.
Dove has also partnered with The World Association of Girl Guides who aim to support girls and women in developing their full potential as leaders and active citizens of the world. Another notable partner is UNICEF which many of us are familiar with. UNICEF has done a great deal of work at educating the youth, fighting poverty and so much more!
Do you feel represented in the media?
This has been one of the topics for discussion under the #ShowUs campaign, and to be quite honest, it’s a question I hadn’t ever actually taken the time to ask myself. After doing some reflection, I came to the answer NO. I don’t feel represented in the media, and I haven’t for such a long time. I am a South African women who is proud of the color of my beautiful skin, and yet I always find that I’m simply not dark enough to fit into the media’s view of what a dark skinned girl looks like, nor fit into the media’s view of what a light skinned girl looks like.
We need to change the narrative, and ensure that the next generation grows up to enjoy a positive relationship with themselves and with their outlook on life and their positive contribution towards a better and more tolerable society. – Tasneem Valley
A few weeks ago I came across a thread on Twitter which addressed this very issue. It was titled ” Unpopular opinion: Dark-skinned girls edition”. I could relate to many of the points mentioned in that thread, particularly one which read, “They are not beautiful for a dark skinned girl, they’re just beautiful.” Another read, “No honey. There are many shades of dark and the women in these pictures are one of them.” Although some of these “unpopular opinions” are debatable, I definitely understand where they stem from.
I myself have struggled many a times as the talent on set. It’s either the make up artist doesn’t have my correct shade of foundation, or the hair stylist implies that straightening my afro isn’t such a big deal because it will get damaged anyway. The stylist? They can’t seem to fully understand my African proportions and drape me in unflattering pieces of clothing. What becomes more frustrating is the lack of diversity on sets. However, even in the case where there is a POC on set, they simply don’t stand up with and for black talent as they rightfully should, something which has left me feeling voiceless and unheard in so many productions.
It’s time we take a stand. These conversations are exactly what we need to get things moving in the right direction. It’s time we re write the narrative to match our reality.
Do you feel represented in the media? Let me know in the comments section.
I’m tired of just seeing dark skin women over sexualized. Most of the dark skin women presented in the media are only shown for their curves!
