|Image: ASCI (www.ascionline.org)|
Secondly, people argue and debate about how changing or stopping advertisements that are discriminatory might not necessarily change skin colour perception in the country. When we underestimate the effectiveness of the ASCI guidelines we are denying the obvious powerful influence of the media on young minds in both literate and illiterate contexts. While we know that skin colour bias was not initiated by the media we are firm in our focus to see change in the way colour prejudice is portrayed and reinforced by the media.
Media is a powerful tool and has the potential to help a society recover from its negative practices and harsh prejudices.
Changing how media influences the nation’s psyche of beauty based on skin colour is part of the Dark is Beautiful campaign’s focus. However, we are always conscious of the need to change mind sets and societal attitudes towards skin colour.If you believe in our mission then be our ambassador by empowering those around you.
Engage with your community by organizing a DARK IS BEAUTIFUL doodle event, photo booth, or just a simple discussion around the dinner table.
We all need to be in this together to see visible change. I urge you to welcome and support ASCI’s first step in introducing the guidelines to check discriminatory advertisements.