Gold Series from Pantene teams up with Black Minds Matter and Project Embrace in campaign to end discrimination against Afro hair in the UK

Today we are proud to launch ‘My Hair Won’t Be Silenced’ campaign for our client Pantene UK which aims to increase awareness of hair discrimination and common microaggressions in the UK to stimulate the long-lasting change required and help end discrimination against Afro hair. 

The campaign has been developed following a new study released by Gold Series from Pantene which reveals that discrimination against Afro hair in the UK is widespread, with at least 93% of Black people with Afro hair having experienced microaggressions related to their hair. Of those surveyed, nearly half (46%) reported the type of microaggression they had experienced was uninvited hair touching, while only 7% of people without Afro hair were able to identify common microaggressions.

Hair has been shown to be key to self-esteem, confidence, and identity, which is why Pantene is on a mission to give more great hair days to all. With more than half of those surveyed (52%) stating that discrimination against their natural Afro hair has negatively affected their self-esteem or mental health, Pantene has partnered with Black Minds Matter and Project Embrace to highlight the power of hair on mental well-being and self-esteem. 

The campaign has also been launched though an emotive short film featuring six Black British women talking about their own experiences of microaggressions as well as their personal journeys to embracing and celebrating their hair. Great hair days have been proven to correlate with feeling more productive, creative, less stressed, more socially powerful, more resilient, physically stronger, and more in control*. 

Pantene UK’s goal is a >50% reduction in hair discrimination within the UK by 2025 with the My Hair Won’t Be Silenced campaign and the Power of Hair Fund. 

Discrimination and microaggressions against natural Afro hair types continue to be a daily reality. 3 ways to help end hair discrimination:

  1. Knowledge is key
  2. Don’t touch hair without consent
  3. Call it out

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