Transforming typical outdoor hair ads into a captivating and empowering canvas, this initiative showcases striking portraits that reveal a hidden narrative: braids as clandestine maps to freedom. More than a style, braids are a resounding message: "Our hair is history; our hair is power."

The initiative, in collaboration with local hairstylists, invites public intrigue and engagement, weaving the rich tapestry of Puerto Rico’s Afro-descendant heritage into the fabric of daily life and sparking meaningful dialogue about empowerment and identity.

The resulting images vividly capture this narrative, celebrating a legacy of resilience and the enduring spirit of Puerto Rico’s Afro-descendant community.

THE POWER OF PRINT TO RESHAPE LAW AND SOCIETY

This campaign was launched at a critical moment for Puerto Rico, seizing a societal shift towards greater recognition and appreciation of Afro-descendant heritage amidst a backdrop of historical marginalization.

Although awareness and pride in their African heritage are at an all-time high among black Puerto Ricans, discrimination and racism stubbornly persist, underscoring the need for advocacy among all sectors of society. This extends to discrimination against black hairstyles in schools, workplaces, and other establishment institutions. This issue has become more prominent in recent years, as several attempts to pass laws against hair discrimination have consistently failed to pass Puerto Rico's fiercely divided Senate.

Mizani, a distinguished L'Oréal brand celebrated for its mastery of textured hair care, aimed to take a strong stance against hair discrimination by embracing the profound legacy of a proud ancestral hairstyle. The goal was not simply to celebrate Afro-descendant identity, but to inspire and catalyze legal and social change through the proud legacy of an iconic black hairstyle.

In April 2024, shortly after the campaign's successful launch, Puerto Rico’s legislature finally approved a historic law prohibiting discrimination based on hairstyles.

Situation:

As awareness and pride in African roots grow among Puerto Ricans, the persistent issue of discrimination in schools, governmental institutions, and workplaces underscores the urgent need for continued efforts..

Brief:

Mizani, a L'Oréal brand known for its expertise in textured hair care, wanted to take a stand against hair discrimination through an effort that leveraged the rich heritage of ancestral hairstyles. By bringing these culturally significant hairstyles into the modern spotlight, Mizani aims to educate and shift perceptions, promoting greater acceptance and appreciation of diversity in beauty standards.

Objective:

Strategically launched to align with cultural shifts and legal advancements supporting racial equality, the campaign aims to enhance cultural pride and empowerment among Puerto Rico's Afro-descendant community, maximizing its impact.

This campaign was launched at a crucial moment for Puerto Rico, becoming one of the most engaging campaigns for L’Oreal Caribe, reflecting a societal shift towards greater recognition and appreciation of Afro-descendant heritage. Amidst a backdrop of historical marginalization, there is a burgeoning movement advocating for racial and cultural acknowledgment. This cultural awakening provided the perfect context for an initiative that celebrates Afro-descendant identity while educating the broader public about their significant contributions.

Significantly, the campaign coincided with legislative advancements, notably Act 1282, which prohibits discrimination based on hairstyles. This law is viewed as a concurrent triumph, reinforcing the campaign’s impact and further validating the timing and necessity of this cultural celebration. It underscores a growing societal embrace of diversity and equality, marking a new era of recognition for Puerto Rico’s Afro-descendant community.

Results:

• 2 million impressions

• 98% positive sentiment