To create a movement and a pledge to make everyone aware that you are not alone if you have concerns about the detrimental impact of colourist on young Indonesians.o create a movement and a pledge to make everyone aware that you are not alone if you have concerns about the detrimental impact of colourist on young Indonesians.

Initially we made people of all ages, aware the ugly face of colourism

by using a social experiment to show how most teens felt that whit eskinned girls are more applealing than darker skinned girls.

We then moved to a campaign showing well known, confident, lively teens of different skin tones and asked the question "who says you have to be white?"

41% Increase in Clean &Clear sales across all brands from a 2 month campaign. (this was only during the period of this campaign).

We gained 100,000,000 media impressions.

1.3 Million Indonesians took took a pledge against colourism

in the 2 month period of the campaign.