In a powerful tribute to Black History in Puerto Rico, a campaign unveils portraits of women sporting historically accurate braids that also act as clandestine maps, once hidden from oppressors. In collaboration with local hairstylists, we brought back to life the proud legacy of these symbolic braids, now depicting routes and landmarks. The resulting images vividly capture an inspiring narrative, celebrating a legacy of resilience and the enduring spirit of Puerto Rico’s Afro-descendant community. Moreover, the effort highlights the enduring power of print to reshape culture and society for the better.

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 underscore the urgent need for continued efforts.

Brief:

Mizani, a L'Oréal brand known for its expertise in textured hair, 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 aimed 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.

In crafting the campaign, we meticulously recreated the braids as duotone counterview portraits, capturing the minute and complex details—secret maps woven into the hair, hidden from oppressors. This endeavor involved an extensive research and documentation process, conducted in partnership with historians, braid specialists, and members of Afro-descendant communities in Puerto Rico.

Our hair artists skillfully infused each hairstyle with cartographic features, ensuring each braid accurately represented geographical elements. The photographic process was exhaustive, with hundreds of images captured for each hairstyle, vividly illustrating elements such as rivers, mountains, safe passages, sugar cane fields, barracks, surveillance posts, hazards, and soldiers.